High Profile Launch of the new T SPOT-TB diagnostic test for Oxford Immunotec

Brief
Oxford Immunotec’s first application for its novel T SPOT diagnostics technology is a new test for TB infection. T SPOT-TB is the first accurate blood test for TB and is set to replace the century-old tuberculin skin test. Having just received regulatory approval in Europe, Northbank was briefed to organise and implement a high-profile media launch campaign, with an extremely short turnaround time of just two weeks. The campaign targeted the national broadcast and print media and consumer publications, with the following objectives:

Objectives

	To obtain widespread coverage of the launch of the T SPOT-TB test in the national broadcast and print media and consumer publications, focussing mainly on the UK, but also reaching Germany, Switzerland and Italy
	To create awareness and anticipation for the integration of the new test into healthcare systems
	To develop a good foundation for the direct sales team to build on, by ensuring widespread awareness of the existence of a new TB diagnostic test

	Central to the campaign was a press briefing, organised by College Hill Life Sciences, and held at the British Medical Association, lending additional medical credibility to the announcement.
	In addition to Dr Ajit Lalvani, the scientist who invented the technology behind the test, Northbank secured a number of eminent speakers for the briefing and also ensured that they were fully briefed beforehand. Prof Peter Davies, Director of the Tuberculosis Research and Resources Unit, Liverpool; Paul Sommerfield, Chair of the UK Charity TB Alert and Sunita Jaswal, a journalist who has recently recovered from a bout of TB, addressed the assembly. The session was chaired by Dr Peter Wrighton-Smith, CEO of Oxford Immunotec.
	An invitation to the briefing was circulated the day after TB hit the news, following the issuing of a joint release, challenging the government to do more about the resurgence of TB, by TB Alert, the British Lung Foundation and the British Thoracic Society. This served to put TB firmly on the agenda and attracted attention to the T SPOT-TB launch campaign.
	The invitation was followed up by telephone calls to a comprehensive list of broadcast and print media contacts to ensure they were aware of the pending announcement and encourage attendance at the briefing. A reminder email was also circulated a couple of days before the event.
	Key broadcast journalists were pre-briefed, to allow them to book film crews and carry out filming in advance and facilitate the timely transmission of comprehensive news pieces.
	A press release announcing the launch of the test was prepared and supported by a comprehensive media pack that included fact sheets on the test, on TB and on the Company, as well as background information provided by TB Alert.
	As well as being distributed to those media attending the briefing, the press release was circulated by email on the morning of the launch and posted on the Company’s website, with copies of the background information sheets to download.
	The press release was also translated into German and Italian and distributed in Germany, Switzerland and Italy.
	Northbank coordinated a media training session for Oxford Immunotec’s CEO, with training provided by a professional journalist. This session formed the basis of a comprehensive Q&A document, addressing all potential issues, for internal reference.
	Following the briefing, Northbank ensured that its team provided 24/7 availability to respond to queries, arrange interviews and provide visuals to media contacts.

	The press briefing was well-attended by a range of media representatives, including five national newspapers and newswire reporters. A total of 13 journalists and three television film crews were present.
	Broadcast coverage was obtained on several television news programmes and radio stations, including BBC Breakfast News, Sky News, BBC South, BBC London and ITV Granada, as well as several additional local radio stations.
	Coverage was obtained in most of the UK national newspapers, including one feature article in the Times, as well as news pieces in the Times, Financial Times, Guardian, Daily Mail, Mirror, Daily Express and Evening Standard.
	Key newswires and websites also reported the announcement, including PA News, Reuters, the NHS Medicines Information website and the news was run as the lead story on BBC News Online health section.
	The announcement also served to provide a useful opportunity for the Company to develop good relationships with key organisations and interest groups, including the Department of Health and the British In Vitro Diagnostics Association, which were both represented at the briefing.
	College Hill Life Sciences received feedback from several media contacts that the campaign had been extremely well organised and the story had been greatly enhanced by the provision of an effective briefing and excellent supporting materials, including good spokespeople and an excellent patient case study.

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