NEW PRODUCT LAUNCH, DRTV, & DISPLAY MEDIA EXPERIENCE
OraSure Technologies manufactures medical devices including OraQuick, an oral HIV testing kit. OraQuick has been available to the HCP community for 10 years. Recently OraSure received FDA approval to sell OraQuick, direct to consumers at retailers and ecommerce. OraQuick is the only OTC oral HIV testing kit available at 30K+ retailers.
Home testing kits for HIV was a new category which meant establishing KPIs and determining the most effective and efficient media mix.
Ionic set up a multi-touch point paid media campaign including DRTV, Paid Search and Display. Tracking was put into place to view site traffic and ecommerce sales in real time. Optimization was based on tracking. Weekly status meetings were set up to review progress and reset benchmarks, as necessary.
First nine months sales continued to show positive quarter over quarter increases
- Average weekly sales by the end of the campaign were 4x higher than launch
- Decreased the CPA by 26%