Measles Awareness Campaign

HealthTrack is a leading U.S. molecular diagnostics laboratory specializing in infectious disease testing, delivering next-morning PCR results to support timely, accurate clinical decisions. In 2025, measles re-emerged as a significant public health concern, fueled by declining vaccination rates, misinformation, and disruptions to routine immunization during the COVID-19 pandemic. Real-time PCR is the recommended standard for measles detection due to its accuracy and speed, yet limited access to rapid testing constrained outbreak response efforts. Within the first week of launching its measles PCR assay, HealthTrackRx identified 11% of all reported U.S. measles cases, demonstrating a critical capability gap in the national diagnostic landscape and underscoring the need for broader awareness and adoption of rapid molecular testing.



Communications Strategy & Creative Execution



The measles marketing campaign aimed to elevate awareness of measles risk while positioning HealthTrack as a trusted resource for next-morning molecular diagnostics. Messaging emphasized the urgency of rapid testing for early intervention, hospital burden reduction, and outbreak containment. Creative themes centered on the concept “Know in Hours, Not Days,” visually reinforced with design elements referencing viral spread and measles rash patterns. The visual approach featured images of crowded settings overlaid with concentric circles to illustrate the spread of infection. We also carried the design treatment from the headline throughout, replacing prominent “O”s with the same stylized effect. Assets included provider-focused landing pages, emails and social campaigns, clinical educational content, as well as patient-facing materials such as a landing page, in-clinic posters and hand-outs.



Results



Early performance indicators showed strong engagement, rising site traffic, and lead form completions within weeks of launch. Based on historical campaign benchmarks, including a prior infectious disease campaign that generated over 8,500 additional samples and an estimated $1.5M in revenue, the measles campaign demonstrated strong potential to drive testing volume and business growth while improving access to rapid diagnostics. Ongoing optimization continues to strengthen performance and public health impact.