New Product Launch
Digital Strategy
Marketing Strategy
Data Analytics
Project Description
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. CHALLENGE Home testing kits for HIV is a new category which meant establishing KPIs and determines the most effective and efficient media mix. SOLUTION 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 necessaryClient
OraQuickTags
Paid Search
Google Analytics
DRTV
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