To deliver effective outreach and communications, diagnostic test kit manufacturers (and their go-to-market partners) should carefully consider a cadence of ongoing communications. This will prove essential to ensure the overall success of your program.
In Part 2 of “How to Scale Your Diagnostic Test Kit Business” — read Part 1 here, which is about the keys to an optimized supply chain — we discuss what’s required to successfully carry out a communications initiative of this scale and importance.
Step one: consider taking a comprehensive approach that centers around a strategic roadmap.
Communications strategy — 6 keys to a comprehensive approach
This roadmap should be designed to provide the framework for implementing a highly targeted contact strategy per audience. Here’s an example of six key elements we’d include in our framework:
- Goals. Highlight the goals of the contact strategy for each audience, and the desired outcome of each phase based on the overarching program goals.
- Targets. Identify segments, institutions and individuals that need to be engaged in order to ensure communications reach the key audiences.
- Messaging. Create key messages (content and creative) that will resonate with each unique audience to successfully inform, educate and drive engagement.
- Channels. Determine the optimal channel deployment strategies to communicate timely, relevant, integrated messages to each target audience where they are most likely to consume content, with the ultimate focus on moving targets from awareness to action.
- Program support. Implement a centralized 24/7 support structure (e.g., call center, online chat, microsite) to inform, educate, answer questions, and combat misinformation.
- Targeting. Establish, track, analyze and report key success metrics based on the established goals, and objectives for each audience.
If you'd like to see this contact strategy on paper, we mocked up a template here for a COVID test kit program.
An activation plan in 5 phases
The success of this program depends on communicating with and supporting key audiences throughout the entire process. It requires not only a communication plan but also an activation one.
To achieve this, the six key elements (above) would be applied in phases that would take the program from initial awareness to testing implementation. Each of these phases involves different objectives, challenges, and tools. Those five phases are:
- Program commitment. Utilize highly targeted, customized communications to provide key decision makers with the information and impetus they need to commit their organizations and stakeholders to implementing the program.
- On-boarding. Once committed, provide the organizations with clear steps on how to participate and implement the testing programs.
- Consumer outreach. Supply organizations with the materials they need to inform and persuade their communities to participate in the testing program.
- At-home experience. Ensure the successful delivery of the testing program by creating an organized, secure and informative environment for the actual testing experience.
- Follow up. Confirm the successful use of the testing program by creating an organized, secure and informative environment for an effective testing experience. Introduce relevant next steps.
Use this roadmap to develop a detailed action plan with specific deliverables and timing. That effort should take into account the following assumptions:
- Content will need to address a multicultural audience.
- Communications materials are expected to range from brochures, tutorials, letters, and other forms of communications that can easily be distributed to sub-groups who would be critical in the awareness and engagement of your product.
- Content will be provided in multiple formats (print and digital) that can easily distributed and/or used on trusted social media platforms and digital channels.
The demand for home testing will continue to grow
Back in 2009, Pharmacy Times called at-home diagnostic test kits a “growing trend.” Fast forward more than a decade and you might be tempted to say the same thing.
The pandemic has certainly moved at-home care and overall wellness — and consumer preference for it — to the forefront. If you see your diagnostic test kit playing a part, the successful expansion of your testing programs will be required.
However, as you’ve just read, that expansion is heavily dependent on a thorough communications strategy and a seamless (yet highly complex) supply chain.
How well does your organization perform in these fundamental areas?
To overcome any of the significant barriers you face when scaling your diagnostic test kit program, be sure to seek out the support and advice from experienced, highly credible sources who have charted this course.
John Bradley is the Director of Solutions Development for RRD Life Sciences.