While millions of businesses came to a standstill amid the pandemic, The Tonic stepped up to provide healthcare PR services to Medichecks
It managed communications around the launch of 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 PR services 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 story placements featured with 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.
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