Problem:

20/20 BioResponse is a business unit of 20/20 GeneSystems, Inc., a leading digital diagnostics company based in Rockville, Maryland. In March, 2020, at the onset of the COVID-19 pandemic, 20/20 BioResponse sought RMR’s expertise in generating awareness and sales leads through public relations for their game-changing solution, CoronaCheck.™ The test  gained emergency-use FDA approval, evolving into an FDA-approved Rapid Antibody Test Kit for COVID-19.  CoronaCheck™ is able to identify persons having an immune response against SARS-CoV-2, with results available in under 15 minutes from a blood drop. No laboratory equipment or personnel are required to process its results.

Solution:

RMR worked with 20/20 BioResponse to immediately implement a targeted media relations campaign focused on generating visibility, awareness, and leads for the CoronaCheck™ test kit while positioning the company as a market leader and expert. This immediately led to multiple press placements in key publications, including The Washington Business Journal, The Associated Press, ABC-7/WJLA, The Washington Post, and NBC.  

RMR provided 20/20 BioResponse with comprehensive media training and guidance, to ensure its spokespeople were prepared in advance of media interviews. This included development of its top 3 message points and a strong understanding of the process and methods necessary to navigate interviews with the press.

RMR developed a customized core media list, to include local Washington, DC metro area media as well as national broadcast outlets. From there, RMR’s media team crafted targeted pitches initially designed to promote the news about CoronaCheck.™ The first press release, “20/20 BioResponse Confirms Accuracy of Rapid Coronavirus Test Kits in Hospitals in Several U.S. States” was distributed on April 3, 2020.

Results:

The RMR-20/20 BioResponse program consistently generated results in the form of press interest and coverage as visibility for the company and its testing solutions continued to build. In July, 2020, the campaign’s focus expanded to include the restaurant segment as states continued to adapt to new measures to re-open operations safely.

To-date, the RMR-20/20 BioResponse program has generated significant media over 9,000 impressions and engagement with top authority websites, such as Yahoo Finance. Targeted distributions received an average open rate of 37.44%. To build significant media interest, interviews were coordinated for 20/20’s executives with key target publications, including The Washington Business Journal, The Associated Press, ABC-7/WJLA, The Washington Post, and NBC. Placements also ran in The Baltimore Business Journal, The Sandpaper, Technical.ly, and Patch, and interest was generated from Journal of Urgent Care and McKnight’s Senior Living as a result of these efforts throughout the PR campaign.