As the pandemic unfolded, Sense Biodetection developed Veros™ COVID-19. This revolutionary point-of-care (POC) diagnostic detects the virus with the speed of an antigen test (about 15 minutes) but with the accuracy of a PCR test (97.9%). Sense’s goal was to market Veros COVID-19 globally. In the process, the company also was an attractive acquisition target.
Bryant Brown Healthcare created the foundational elements of the Veros COVID-19 campaign: positioning, messaging, and branding. To help plan the media and tactics for the global launch of the product, Bryant Brown collaborated closely with UK-based healthcare communications agency Hanson Zandi Advertising.
In 2010, Bryant Brown and Hanson Zandi co-founded Encompass Worldwide, a global affiliation of agencies dedicated to healthcare marketing, advertising, and public relations. Encompass also has affiliates in the Asia-Pacific region, South America, and other regions.
Together, Bryant Brown and Hanson Zandi developed an ambitious marketing plan to promote the product—beginning in Europe, where it first received approval, then in South America. Tactics included a mix of programmatic advertising, social media promotions, email campaigns, and print advertising. Targets included healthcare specialists as well as the oil and gas industry, travel industry, educational institutions, and other potential customers.
As Veros COVID-19 launched country by country, the reception was enthusiastic. In January 2023 – before Bryant Brown Healthcare rolled out the planned US launch of the product – Sherlock Biosciences acquired Sense Biodetection.
Sherlock’s proprietary platforms for DNA and RNA detection help make rapid, accurate, and affordable diagnostic tests accessible to people at the point-of-need.