Finalist
'Test, test, test’: Communicating the value of diagnostics during COVID-19
Summary of work
For years, diagnostic testing has flown under the radar compared to other medical areas. Lexington was appointed Roche Diagnostics’ communications agency in 2018 to raise its profile. While the business is a sector leader, it had a relatively low media profile and had not significantly engaged with national newspapers or broadcasters.
In February 2020, we were developing a strategy that focused on key disease areas including heart failure and winter pressures. On 11 March 2020, the WHO characterised COVID-19 as a pandemic and our plans became redundant.
Roche developed the first commercially available PCR test and signed a deal with the UK Government. Diagnostics subsequently became one of the most important parts of the UK’s response to COVID-19 – with significant media interest.
We needed a multi-layered, integrated strategy. Given the rapidly-shifting environment, we also needed flexibility to leverage opportunities, shift our focus, and change tactics quickly – particularly because Roche continued to develop new tests throughout the pandemic.
Preparation, planning, decision-making – at speed – was key. Thanks to our agility and flexibility, Roche quickly built relationships with key stakeholders and significantly increased its media profile and share of voice through a measurable proactive strategy and effective reactive response to hundreds of enquiries.
Judges’ comments
We really liked the speed, flexibility and responsiveness of this punchy and responsive programme. With clear objectives, good metrics and a significant impact. ‘Test test test’ was incredibly impressive as they created and validated a new diagnostic test for the virus, in under a month - a remarkable feat and a phenomenal piece of work that kept the messaging straight, delivering strong results and positioned themselves in the most positive way
