The Challenge
As Australians increasingly sought convenient ways to take
control of their health, Touch Biotechnology needed to build widespread
awareness for its range of rapid self-testing solutions. The six-month PR
retainer aimed to generate sustained media visibility, position TouchBio as a
trusted authority in preventative healthcare, and educate consumers on how
at-home testing addresses respiratory illness, workplace safety, sexual health
and vitamin deficiencies.
The Strategy
The strategy centred on moving the conversation from a
product-led message to a broader narrative of health empowerment. Rather than
focusing solely on individual products, MediaCast connected TouchBio’s
solutions to real consumer concerns, helping Australians identify health issues
earlier, reduce stigma and make informed decisions about their wellbeing.
MediaCast achieved this by tapping into timely seasonal
health conversations, partnering with credible medical spokespeople to build
consumer confidence and translating complex technical health information into
relatable stories focused on everyday experiences like fatigue and preventative
care.
The Execution
MediaCast developed an always-on strategy encompassing six
targeted media campaigns. We aligned our storytelling with seasonal spikes,
showcasing the Triple Rapid Antigen Test during winter respiratory illness
surges and highlighting the 3 and 6 Multi Saliva and Urine Kits for discreet
workplace drug screening.
To reduce stigma and improve health access, we launched
campaigns for the Chlamydia and Gonorrhoea Rapid Test, alongside Iron and
Vitamin D Rapid Tests addressing everyday fatigue. MediaCast also capitalised
on reactive media opportunities around emerging consumer conversations,
strategically positioning TouchBio’s new innovations in vaginal pH and FSH
rapid testing within national discussions surrounding menopause.
The Outcome
The campaign successfully established TouchBio as an
emerging leader in accessible healthcare, generating 538 media items and an
estimated 50.3 million impressions across Australian audiences.
Through sustained media engagement, MediaCast secured
high-impact coverage across leading broadcast, print, digital and radio outlets
including Channel 7 Sydney, news.com.au, Mamamia, WHO Magazine, Australian
Associated Press, body+soul, and Sky News Australia, delivering an estimated
Advertising Value Equivalent of more than $1.4 million.