Detect

Detect, Inc., a Connecticut-based health technology company, is creating the next generation of at-home diagnostic tools to empower people to understand their health and make informed, timely decisions. Detect developed the Detect Covid-19 Test - an FDA approved, at- home PCR-quality test that provides accurate, convenient, and reliable results in about an hour.

AT A GLANCE

  • Category Confusion

  • Antigen vs. Molecular Test Options

  • Crowded Marketplace

  • Lack of Brand Awareness

CHALLENGES

SITUATION

Detect, Inc. was selected by the National Institutes of Health (NIH) for an $8.1 million grant to help fulfill national Covid-19 testing needs. The Detect Covid-19 Test was developed to provide consumers with an affordable at-home molecular test.

SOLUTIONS

Under tight deadlines and a product launch date set for less than six weeks the Amplicity Communications developed a strategic media outreach program to introduce Detect to both media and consumers. The PR strategy included:

  • Development of a media message guide for stakeholders

  • Drafting and coordinating press releases for wire release

  • Engaging media to attend press briefings & managing follow-up

  • Coordinating video and photo assets for an interactive media kit

  • Building strong relationships with key journalists

  • Outreaching to influencers and brand ambassadors

  • Securing media placements in top tier and secondary outlets

  • Garnering brand awareness for the product launch in a crowded marketplace

  • Positioning Detect spokespeople as thought leaders in the tech/health segment

Amplicity Communications played an integral role in supporting media briefings and managed media relations to position Detect as an innovative health technology company. Here, Detect founder, Dr. Jonathan Rothberg, CT Congresswoman Rosa DeLauro, and U.S. Senator Richard Blumenthal announce the latest funding and the next generation of Detect's at-home health diagnostic tools.

IMPACTFUL RESULTS

PUBLIC RELATIONS