Ortho Diagnostics aimed to increase public awareness of their diagnostic superiority in lab-based antigen tests, build a long-lasting reputation beyond COVID, and demonstrate the advantages of their antigen tests over competitors.

• Utilize third-party key opinion leaders (KOL) to secure media coverage and lend professional legitimacy to Ortho’s lab-based antigen tests.
• Focus messaging on the quality, high concordance, and uniqueness of Ortho’s diagnostic platform and tests, ensuring that the company’s reputation lasts beyond the COVID-19 pandemic.
• Clearly communicate the technical specifications of Ortho’s antigen tests to highlight their superiority compared to other tests available on the market.
• Develop concise and persuasive press releases outlining the product’s strengths and concordance with the PCR gold standard.
• Partner with KOLs to garner extensive media coverage, which increases Ortho’s credibility and visibility.

• The strategic approach resulted in extensive media coverage featuring Ortho’s CEO on CNBC, discussing the company’s coronavirus antibody test.
• Additional coverage included articles in Medical Device and Diagnostics Industry and Medical Device Network, highlighting the FDA’s emergency use authorization for Ortho’s COVID-19 antibody test.
• Coverage also in trades including 360Dx, Fierce Biotech, and LabPulse, strengthening Ortho’s credibility and reinforced their position as a leading player in the in vitro diagnostics market.