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While millions of businesses came to a standstill amid the pandemic, The Tonic stepped up with healthcare public relations support to Medichecks
It managed communications launching home-to-lab COVID antibody tests. The objective was to help the public better understand their COVID-19 status and their level of individual health risk.
Responding to a highly-regulated and fast-changing landscape, The Tonic delivered healthcare public relations around Medichecks’ COVID-19 fingerprick product. A key challenge was to ensure positive brand messages gained cut through.
A breaking news environment around COVID testing
An ever-changing regulatory environment affecting laboratories, test manufacturers and product suppliers meant that an agile approach was needed. Key national media were briefed on a daily basis. It was important to monitor closely developments due to the amount of noise in the testing space.
Standout results included a top-of-the-hour feature with Sky News, immediately following the Government press conference. This appeared alongside coverage from talkSPORT and talkRADIO to Yahoo! News UK, Heart and Capital FM.
Additional national stories featured on BBC News, MailOnline, iNews, The Daily Telegraph, Sunday Mirror, Daily Mirror and Top Santé.
The campaign achieved over 250 million impressions. It earned a Cost Per Thousand (CPM) of just 6 pence. A peak in website traffic was delivered, representing an historic high for Medichecks, in over 17 years of trading.
Medichecks is one of a range of healthcare PR clients supported by the expert team at The Tonic. The agency’s experience in healthcare was acknowledge by industry bible PR Week. It named The Tonic in the top 40 for UK healthcare agencies, and in the top 50 of UK agencies with a HQ outside of London.
The Tonic has been recognised in a string of national PR and marketing awards for healthcare campaigns, including PRCA, CIPR PRide, CIPR Excellence, Marketing Week and more.
Get in touch or check out more examples of Tonic’s success in delivering healthcare communications for brands here.
