M2Test was established in 2016 by dr. prof. Francesca Cosmi, professor of mechanical engineering at the University of Trieste and dr. Alessandra Nicolosi (in their private life, they are also mother and daughter). Prof. Cosmi capitalized her 20 years research experience in developing Bestest, a bone test, which is a medical device supported by a SAS (Statistical analysis system) sofwtare. Starting form an X ray analysis, software is able to produce a report about the bone fracture risk.
A strong value (both entrepreneurial and personal) entails the mission of the company: prevention in bone disease, especially osteoporosis, with a tool prepared by women (i.e. the shareholders) especially to help women (being this disease mainly affecting women). The vision of the company, dealing with the innovative combination of mechanical engineering and medicine, is providing a unique, cheap, non-invasive and easy-to-make test, with a quick response availability. Since no similar engineering based product has been developed yet, this diagnostic tool has presently no competitors worldwide.
You may find M2Test and Bestest test on the web and on social media (especially FB gives an high visibility to the product). Although brand communication is mostly addressed to physicians as the main customers and users, on the other hand a very confidential communication strategy is made. The choice of giving to the FB page not the company or the brand name, but a more confidential “Osteoporosi Francesca”, is in line with the intimate sharing of the “woman to woman” product perception. FB page allows the test a good visibility among many actual or potential patients: they also directly ask for test availability with high request (also with patients physically coming to Trieste to do it). It directly proves the efficiency of the perception of brand values and of its communication strategy with regard to this stakeholders – target group, which give a very important feedback to M2Test brand.