Challenge:
Generate awareness of Long Island-based Acupath Laboratories’ fast, accurate, and low-cost PCR testing services for COVID-19 and demonstrate the value of working directly with a lab.
Fresh Perspective:
- Leverage expertise of Jeff Boschwitz, Ph.D., general manager of COVID-19 gesting, and the lab’s history as a leading provider of sub-specialized anatomic and molecular pathology services to create demand for Acupath’s PCR testing options
- Highlight the importance of testing options and the value of partnering with Acupath versus buying OTC rapid testing kits through earned media and sponsored content
- Position Acupath as a leader in the employee testing space – a local business helping ensure other companies can do their part to help reduce the spread of COVID-19 and keep personnel safe and in the workplace
Authentic Approach
- Worked with editors and reporters to tell Acupath’s pandemic pivot story
- Connected with partners to secure additional coverage around the importance of fast turnaround, low-cost PRC testing for companies and schools
- Secured sponsored content and bylined article opportunities focused on implementing on-site COVID-19 testing
- Helped oversee mini-site and Acupath social content related to COVID-19 testing
Meaningful Impact
- In less than six months, raised Acupath’s profile with trade and local media coverage, including placements in Newsday, Innovate Long Island, Long Island Business News, Tampa Bay Business Journal, Camp Business, BioWorld, CLP Magazine and BioSpace
- Announcements generated multiple new client leads for Acupath, ultimately helping to bolster its COVID-19 testing volume
- Reached the New York City business community through a sponsored thought leadership article in Crain’s New Business “Ask the Expert” column