As COVID-19 cases continued to rise across Canada, the Quebec Ministry of Health and public health institute identified a need for more efficient testing in the then pandemic hotspot of Gatineau. Without on-site diagnostic technology, Gatineau’s public health labs were sending testing swabs to Quebec City to be analyzed, delaying diagnoses. Knowing that testing is a key factor in preventing virus transmission, they needed a solution to expedite testing and protect residents from further spread of the virus.
Alongside public health partners, BD–Canada, the Canadian subsidiary of BD (Becton, Dickinson and Company), acted quickly to provide support. The company’s Quebec City manufacturing plant provided Gatineau’s public health authorities with a BD MAX™ diagnostic testing system, which allowed clinicians to process patient swabs locally and diagnose cases of COVID-19 within 2-3 hours of taking the sample. The unit increased testing capabilities from 50 to 1,400 tests per week. This collaboration resulted in fast and effective action to support local testing.
BD–Canada tasked NATIONAL with conducting a targeted media relations program to build awareness of this partnership and share good news during a difficult time.
Through targeted outreach to local Gatineau media and health reporters across the province, interview opportunities were offered with Jamie Condie, President of BD for the U.S. and Canada regions. With a background in diagnostics and infectious diseases, Condie shared insights on the impact of effective testing technology during a pandemic as well as emphasized BD–Canada’s commitment to responding to the COVID-19 pandemic and protecting frontline healthcare workers.
Media outreach efforts proved successful in securing coverage that illustrated the positive impact of the partnership on local testing and highlighted BD–Canada’s dedication to contributing to the global fight against COVID-19.
A total of 15 pieces of coverage were secured in top-tier French and English publications across Quebec, garnering 7.5 million media impressions. All coverage earned also included mentions of BD and key messages about the activity.
BD–Canada continues to collaborate with the healthcare community to provide the tools and systems needed to help protect Canadians against COVID-19.