Rules-Based-Medicine

Rules-Based Medicine

➔ Myriad RBM ➔ Rules-Based Medicine, a Q2 Solutions Company

Rules-Based Medicine (RBM), an IQVIA business (formerly a Q2 Solutions Company), is a CLIA-certified immunoassay testing laboratory that solves complex drug development challenges with innovative biomarker services. RBM’s internally developed and manufactured immunoassay kits based on multi-analyte profiling (MAP) and ultrasensitive Single-Molecule Array (SimoaTM) technology, provide reproducible and quantitative data for hundreds of human proteins.

I joined Rules-Based Medicine in 2018 as a Senior Marketing Manager, charged with managing day-to-day marketing initiatives while contributing to broader strategic direction. My longstanding relationship with the company and deep understanding of the immunoassay testing industry provided an opportunity, shaped by a career that had already spanned five spin-offs and three acquisitions connected to RBM. This unique perspective allowed me to approach marketing with a blend of creative leadership and strategic insight, ensuring that every campaign, initiative, and piece of content aligned with the company’s brand, competitive advantages, and market position. My role was both hands-on and collaborative, working closely with leadership, sales, and scientific teams to build marketing that was not only creative but grounded in deep industry expertise.

Driving Growth Through Strategic Marketing

Success in the highly specialized immunoassay testing industry required a focused, results-driven marketing approach. Across all three Rules-Based Medicine (RBM) companies, my primary objective was to help the sales team generate Net New Business (NNB) through targeted marketing strategies. By leveraging enterprise marketing tools, data-driven insights, and strategic lead generation efforts, we consistently met or exceeded growth goals, achieving a year-over-year NNB increase of 7–10% and total revenue growth.

Branding & Awareness

Strengthened brand presence by maintaining consistency in messaging, design, and superior customer service, fostering trust and preference in the market. A key differentiator for RBM was our innovative approach and the scientific advantage of integrating the most advanced technology available, paired with unmatched quality in both products and customer service. This reputation for excellence set RBM apart and was a core component of brand messaging and marketing initiatives.

Thought Leadership

Click to watch video

Thought Leadership

Milieu Intérieur project takes an unprecedented look at the human immune system by examining the genetic and environmental factors contributing to the variability of immune responses. Myriad RBM has an ongoing partnership with Milieu Intérieur with projects using the TruCulture system and thought leadership speaking events around various projects related to immuno

RBM's partners at, The Institut Pasteur, demonstrated the indispensable benefits of TruCulture in The Milieu Intérieur (“Environment Within”) project. The Milieu Intérieur project is working to establish the determinants of a healthy immune response by identifying the genetic, epigenetic and environmental factors that contribute to the observed heterogeneity of immune responses. They have been speaking at several events related to these efforts utilizing TruCulture in there studies. This thought leadership has been important in branding and introducing the product and services relalated to RBM.

Copyright: Institut Pasteur

Instructional Videos

Click to watch video

Instructional Videos

TruCulture tubes are designed to capture immune cell activity at the time and place of sample collection, thereby minimizing the bias and variability introduced by sample shipping and manipulation. These revolutionary tubes consist of an integrated whole-blood collection and leukocyte culture system that is reliable, simple to use and does not require specialized laboratory equipment. This video shows the process of proper sample collection. It has been useful in training and promotion.

Collaboration as a Competitive Advantage

One of the most significant drivers of marketing success at RBM was the collaborative effort across departments. From the Chief Scientific Officer to the CFO, CEO, Sales Team, and CMO, cross-functional collaboration played a critical role in shaping effective marketing strategies. Sales, in particular, was a key partner helping drive decisions through valuable insights from customer interactions, which directly informed marketing campaigns.

This collective approach ensured that marketing efforts were deeply aligned with business goals and scientific advancements. Whether it was generating content for brochures, websites, white papers, technical notes, newsletters, or advertising, every piece was informed by input from experts across the company, reinforcing RBM’s leadership position in the market.

Industry Leadership & Market Expansion

In an industry where trust and credibility are paramount, our marketing efforts extended beyond traditional advertising. By developing and launching new products informed by market research and scientific insights, RBM maintained a competitive edge. Our strategic alignment with other brands, SEO enhancements, and thought leadership efforts helped position the company as a preferred choice, contributing to its successful acquisition without disruption to our sales and marketing strategies.

COMPANY DESCRIPTION