Explaining PROGNOSIS to Press and Patients
Roche Diagnostics is one of the world's largest makers of vitro diagnostics, tests on blood, tissue or other patient samples. Roche developed an innovative new blood test to predict which pregnant women would develop a serious pregnancy complication called preeclampsia. Preeclampsia affects 8.5 million women globally, accounts for 15% of preterm deliveries and 42% of maternal deaths.
The PROGNOSIS clinical study published by the New England Journal of Medicine involved 1270 pregnant women and showed that the test could more accurately predict which women would, and would not, develop preeclampsia
Roche wanted to get press coverage for PROGNOSIS, not just in the medical press, but in mainstream business and consumer media. This involved translating a highly technical product and study into narratives relevant to a non-medical audience. We produced press releases, media fact sheets, an infographic and video content, created multiple storylines and pitches for different types of media, acted as the Roche press contact for the study and coordinated interviews with the study authors. PROGNOSIS was covered in many publications from the Daily Mail to Parents.com. In the two weeks following the release of the study, four out of five of the most shared articles about preeclampsia were about Roche’s test.