The mygeneRx test is a revolutionary genetic test, offered in South Africa by DNAlysis Biotechnology. The test allows individuals to better understand how their body metabolises medication to minimize side effects, increase efficacy and avoid a ‘trial and error’ approach to medication. mygeneRx needed digital communications as breakthrough as the test itself.
South Africans know little about than their own DNA and even less about the scope of the tests available to them. What’s more, the existing perception that genetic testing is an invasive crime-scene science, reserved for the wealthy and well-to-do, inaccessible for the man on the street is another barrier the brand had to overcome.
The simplicity, affordability and accessibility of mygeneRx needed to be showcased to the South African public, whilst retaining the perception of its scientific and biological accuracy. In addition, awareness and advocacy needed to be created amongst healthcare practitioners so they in turn would recommend the test to their patients.
The mygeneRx test is the only pharmacogenomics test in South Africa. To drive people to enquire about and order the mygeneRx test, the brand had to ignite conversation about personalized medicine. An integrated communications campaign would educate South Africans about the possibilities of personalized medicine, position the team of mygeneRx biotechnologists as leaders in the field and drive the target audience to #GetSwabbed.
How it works
A stand-alone website was developed for the mygeneRx test. The hard-working, conversion driven e-commerce platform addresses the public’s key concerns about genetic testing and offers users the chance to a test kit delivered to their home.
The #GetSwabbed campaign paved the way for the growth of personalised medicine in South Africa – and for the mygeneRx test specifically. The campaign exceeded all objectives in educating the public about healthcare options and the benefits of pharmacogenomic testing.
PR value - R5.5m and ROI of 158:1
PR value of over R5.5m and ROI of 158:1.
PR coverage included 8 radio interviews, which are immensely difficult to secure and are commonly paid-for opportunities.
The mygeneRx website has had over 8000 visitors.
Average monthly organic traffic growth of 72%.
Search volume increased by 78%
During the campaign, monthly search volume for the brand increased by 78%, reflecting the increase in brand awareness.
Personalised medicine is the future of medical treatment. mygeneRx is leading the way in educating South Africans about the importance of genetics in healthcare, and also providing a simple and accessible test that gives South Africans the tools they need for better healthcare.