 |
NTD's Instant Risk Assessment Test (IRA) For
Prenatal screening |
| Ojective: To Generate Major TV Coverage For Down Syndrome Detection |
Results: NTD’s Instant Risk Assessment test was featured in high-profile news segments on 33 TV stations across the country, including New York, Houston, Dallas, Philadelphia, Indianapolis, Detroit, Louisville, and Hartford/New Haven.
The PR coverage reached more than 10 million consumers across the country and generated more than $750,000 in ad equivalency |
NTD Labs, a specialty, high-tech laboratory that focuses on prenatal screening for birth defects, introduced an Instant Risk Assessment (IRA) Test in the Winter of 2005. NTD’s IRA screening test offers women the option of a simple blood test that can be completed in the comfort and privacy of her own home as early as nine weeks into pregnancy.
The Program
In order to get out the word about this breaking medical news to women and physicians as quickly as possible, HWH recommended the creation of a “Are You Ready For Your Screen Test” Video News Release (VNR). Targeted to medical/news producers and reporters at TV stations across the country, the VNR was designed to alert women for the first time to all the benefits of NTD’s IRA test.
|
  back to main |
