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In the late fall of 2003, media attention surrounding the flu was dramatic and widespread. Reporting included, but was not limited to, the prediction of a severe flu season, earlier onset of the disease in the United States and the resulting shortage of flu vaccine. |
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This increased attention provided Quidel an opportunity to tell its powerful story regarding its QuickVue Influenza test to mainstream media, in addition to the ongoing trade media outreach efforts. |
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Focus on leveraging the severe 2003 influenza season to generate awareness of rapid flu testing in national/regional consumer and business media outlets and to help drive QuickVue Influenza test utilization among current and future physician users.
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Position the QuickVue test as a way to help stem the spread of the flu epidemic and help people get the care they needed as soon as possible. |
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A video news release VNR, matte release, tailored pitches and targeted followup to medical/health and business reporters resulted in considerable coverage of Quidel, its QuickVue Influenza test and rapid flu testing. |
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In total, the campaign generated more than 46 million impressions. Placements included a number of top tier media outlets including: Associated Press, The Wall Street Journal, The New York Times, USA Today, BusinessWeek, Dow Jones, ABC News, and CNN “Headline News.” |
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Trade placements included Respiratory Therapeutics Week, Advance for Medical Laboratory Professionals, Emergency Medicine News, and Emergency Physician’s Monthly |
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In addition, the distribution of the VNR resulted in 92 broadcast placements for an estimated 9.6 million broadcast impressions in top DMA’s including New York, Los Angeles, Chicago, and Washington D.C. |
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Quidel conducted market research prior to the beginning of the campaign as
well as immediately following. The research showed a 30% increase in
awareness of influenza testing among the target physician audience, and
survey respondents attributed this to media attention, journal articles as well as advertising. QuickVue’s penetration rates also grew 250% compared to the previous flu season. |
