It’s a rare and cherishable moment when a PR company manages to secure the equivalent of three-quarters of a million pounds worth of advertising for a new client.  All the more so in the tightly-regulated, ethically-bound world of healthcare.  So, today is one to cherish: ROAD has proved the value of good PR, and is extremely proud to announce exactly that: £750,000 of coverage for Anglia DNA’s assuredna paternity/maternity test, secured via a carefully-managed launch of the UK’s first on-shelf testing kit, which is now available at Boots.

The launch was not something ROAD took on lightly back in October 2010, and we knew it would cause a fair amount of controversy, in the light of daytime TV shows featuring lurid coverage of parentage issues.  However, ROAD’s expertise and well-balanced presentation to the media meant all stages of the campaign were met with success.

Overall, the decision by Boots (healthcare’s very own ‘family brand’) to stock the product indicated the power of ‘peace of mind’ over ‘revelation’, and it won.  Indeed, Anglia has always maintained that the majority of its customers receive the results they were expecting in the first place, and points out that over half the tests it performs are for infants younger than a year old.

Which only leaves us wondering when we’ll next be up with the birds at 5am to make the breakfast shows!

Click on this link to view the assuredna case study