Launching a consumer Covid-testing brand in 5 weeks
From concept to Boots’ shelves in just over a month, and a PLC pivot during a global pandemic.
At a glance
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Project type
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Lead marketing consultant, brand launch
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Sector
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At-home diagnostics, consumer healthcare
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Engagement
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Project-based, around 18 months
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The challenge
MyHealthChecked is part of Concepta Diagnostics, a small AIM-listed health Plc. When the pandemic upended travel testing rules in 2021, there was a narrow window to launch a government-approved, BSI-compliant at-home Covid test for both retail and DTC, and we had five weeks to do it.
What I did
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Took the brand from naming and identity through to live, end-to-end
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Owned the full marketing mix: brand, website, ecommerce, packaging, PPC, SEO, CRM, content
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Managed BSI-compliant packaging and consumer information leaflets without compromising shelf appeal
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Won Boots as the exclusive retailer for at-home Covid travel testing
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Set up the performance marketing engine to drive DTC sales
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Reported weekly KPIs and managed the marketing P&L for the full launch
The result
A government-approved Covid test on Boots’ shelves and selling DTC, in five weeks. A consumer brand that gave a small Plc a credible new revenue line and a foothold in mainstream retail.
