Fritz Hoffmann-La Roche drew a clear line between his patented medicines and unproven potions in 1896. Today, Roche has the opportunity to differentiate itself from less visionary, less reliable competitors in the diagnostics marketplace. As the promise of molecular medicine increasingly defines questions and answers in personalized treatments, the definition of value in healthcare is increasingly defined by reduced costs and increased efficiencies.

Molecular and Professional diagnostics are at a critical inflection point. Roche must claim its well-established heritage of reliability and precision to win on trust, at the same time as it convinces customers - and patients - to believe in its vision for the future of medicine. Upon the solid bedrock of trust that Roche has established in diagnostics, pharmaceuticals and personalized medicine, there is a central narrative that can shape all communications — one that will position Roche as the continued responsible leader in both public perception and sales.

The core story hiding in plain sight is the one Fritz started 120 years ago when he peered through the thicket of doubt that was medicine with a vision of precision and certainty that no one else had at the time.