As the world faced a public health emergency with skyrocketing COVID-19 infections starting in 2020, the diagnostics industry received more mainstream attention than ever before. News about the need for, and importance of, diagnostic solutions headlined news reports daily.
Diagnostics play a critical role in successfully navigating the infectious diseases landscape and managing infections that are even more common and more deadly, such as sepsis. GenMark Diagnostics (GenMark) recognized the need to raise awareness of its diagnostics solutions and engaged PCI to support the launch of its Respiratory Pathogen Panel 2 (RP2), a syndromic test that provides rapid results for infections with similar symptoms such as fever, cough and body aches, including COVID-19, flu, bronchitis and the common cold.
PCI took a phased approach to media relations outreach to promote the launch of RP2, first conducting outreach when GenMark submitted its application for Emergency Use Authorization (EUA) to the U.S. Food and Drug Administration (FDA) and then again when GenMark received EUA for RP2. During the first phase of outreach, GenMark was more focused on trade and investor publications while during the second phase they wanted to achieve more regional and national coverage.
Our team achieved impressive results based on the goals for each phase of outreach culminating in mentions of GenMark on NBC Nightly News and TODAY and inclusion of syndromic messaging.
14 Media Placements 360Cx /GenomeWeb/CNBC/COWEN
Inclusion of key syndromic messaging reaching all relevant stakeholder audiences: clinicians, C-Suite, laboratory professionals and investors
252 placements reaching an estimated audience of more than 313 million
TODAY/NBC Nightly News/San Diego Union-Tribune /Infectious Diseases Special Edition/GenomeWeb/360Dx
99% of placements mentioned GenMark
93% of placements included syndromic messaging
96% of placements included clinical value/benefit messaging