Explaining the PROGNOSIS Study
Roche Diagnostics developed a 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 showed that the test could predict better than existing methods which women would not develop preeclampsia
Roche wanted press coverage for PROGNOSIS in business and consumer media. This required 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 and created multiple storylines and pitches for different media sectors. The PROGNOSIS study was covered in 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 on preeclampsia were about Roche’s test.