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Intelligent Publicity Reaches its Audience: IQuity (Biotech)

Building awareness of pioneering health diagnostic technology through targeted outreach

Situation

IQuity is a Nashville-based biotechnology startup with a pioneering approach to medical diagnostics. Using machine learning technology, the company analyzes RNA data from patient blood samples to determine the presence or absence of autoimmune diseases with an unprecedented level of accuracy — higher than 90 percent. In addition, the speed of test results — returned in as few as seven days — can dramatically shorten the a patient’s period of diagnosis. IQuity’s tests provide a powerful new tool for medical professionals working to definitively diagnose autoimmune diseases including multiple sclerosis, inflammatory bowel disease and fibromyalgia.

The Bradford Group began working with IQuity in 2017, as the company was ramping up to release its first test, IsolateMS, designed to assist doctors who suspect multiple sclerosis in their patients. IQuity sought the assistance of the Bradford Group because of our ability to grasp complex subject matter and communicate it accurately and effectively to a national audience.

Actions

The Bradford Group used a multi-pronged approach to connect with the specific audiences with the greatest interest in IQuity’s IsolateMS test. We targeted national health websites focusing on multiple sclerosis, resulting in numerous prominent placements. In addition, we identified 12 popular bloggers writing about their personal experiences with multiple sclerosis and invited them to join IQuity’s honorary MS Council. In these roles, the MS Council members provided personal perspectives and advocacy for IQuity and were among the first to receive news and updates from the company. By leveraging the council members’ personal interest in advancements in MS diagnostics, we were able to build excitement among these influencers, resulting in additional media coverage, as well as word-of-mouth promotion through social media.

Results

In the months surrounding the release of IsolateMS, IQuity received wide coverage from prominent health news websites including STAT News, Practical Neurology, Neurology Reviews, Healthline, MS News Today, MedCity News, Genetic Engineering and Biotechnology News, MedGadget and Healthcare Dive. In addition, a feature story on the company from The Tennessean appeared across the USA Today network in the Jackson Sun, the Commercial Appeal, the Leaf-Chronicle, the Daily News Journal and the Knoxville News Sentinel. IQuity’s MS Council members also helped spread the word about the test’s launch, with a flurry of posts appearing on DanAndJenniferDigmann.com, Stuff Could Always Be Worse, FUMS Now, Modern Day MS, Girl With MS and Dave’s Active MSers.

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