Overview
As the world enters a spiral at the start of 2020 with lockdowns and testing shortages, LGC Biosearch Technologies' steps up to the plate to get millions of PCR tests on the shelf at breakneck speed. On Feb 29, I was nominated to become Provisional Product Manager for the CDC 2019-nCoV Real Time RT-PCR test kits as well as other SARS-CoV-2 probes and primers with Kathleen Campau, a trusted colleague as my technical counterpart, and together we launched the products by Mar 9. WHO declares COVID-19 a pandemic on Mar 11 and so it begins.
In case you want to revisit history, here’s CDC’s recap on what happened to the world from 2020-2022.
Challenge
The world is facing an epidemic at an unprecedented global scale and the sudden surge in demand for PCR testing kits overwhelmed supply chains. Since PCR is able to detect SARS-CoV-2 early, even among asymptomatic or presymptomatic individuals, it was critical to identify and isolate cases as quickly as possible in effort to contain outbreaks. Government agencies were directly in touch with LGC Biosearch Technologies to see how quickly we can alleviate some of the bottlenecks seen in the supply chain for manufacturing test kits.
Approach
As the COVID-19 crisis unfolded, senior leaders at LGC Biosearch Technologies collaborated closely with the CDC and FDA to scale up production of PCR testing components. The leadership handpicked a dedicated team to prioritize and execute the critical task of ensuring the availability of CDC 2019-nCoV Real Time RT-PCR test kits to meet the escalating demand for testing reagents nationwide.
Upon returning from the AGBT trade show in Miami, I was informed by Kathleen Campau via Teams message on Feb 29 that I had been chosen by the leadership team to serve as Provisional Product Manager. This decision was based on my prior experience in oligo product management and my involvement in launching PCR test kits during the 2009 H1N1 pandemic. Following this notification, the senior leadership convened with the core team to outline a comprehensive project plan at the start of the following Monday.
Solution
LGC Biosearch Technologies leveraged its experience in responding swiftly to previous pandemics, such as the swine influenza (2009 H1N1) outbreak in 2009. For the COVID-19 crisis, our strategy revolved around clear prioritization and adherence to the fundamental principles of marketing, known as the 4 Ps.
Product
We meticulously reviewed the testing protocols to ensure we were dispensing a convenient amount of materials into each tube for optimal concentration ratios and performance. Our focus also extended to selecting the right manufacturing and purification parameters to consider scalability and product quality. Given my primary expertise, I also ensured that product data flowed seamlessly between ERP and ecommerce systems for fast and efficient order processing. Collaboration with Quality and Regulatory teams was also key for adherence to compliant product labeling standards in inserts and documentation.
Price
Our executive leadership recognized the moral imperative to offer these test kits at minimal margins, ensuring widespread accessibility for public health purposes. To facilitate global accessibility, pricing was established in various currencies to simplify transactions.
Place
In collaboration with operations, we strategically determined inventory management in the US and UK to expedite order fulfillment. Distribution channels included direct sales teams, international distributors, and ecommerce platforms, leveraging existing website infrastructure from previous online transaction of 2009 H1N1 PCR testing components. Comprehensive sales training and enablement materials were provided to both direct sales teams and international distributors.
Promotion
A coordinated marketing blitz commenced immediately upon product launch, including press releases, organic social media schedule, paid social ads, exclusive sponsorship engagements with industry news platforms like Genomeweb, targeted email campaigns to prospective and existing customers, and telemarketing outreach to CLIA labs. Despite delays in Google's screening process for COVID-related ads, our proactive efforts ensured early clearance to run Google ads for our PCR testing components.
This comprehensive approach resulted in a successful product launch just nine days after initiation, on Monday, March 9th.
Outcome
In the initial year following the swift execution of this 9-day project, the launched products yielded $2.3 million in revenue. While there were known concerns of contamination plaguing other oligo manufacturers, our company's commitment to rigorous screening of incoming sequences ensured consistent quality in manufacturing. Our vigilance mitigated risk of cross-contamination, further safeguarding our esteemed reputation.
In subsequent months, we leveraged the insights garnered during the height of the pandemic to share knowledge with the life science community. We organized a self-hosted panel discussion featuring industry and clinical lab experts on COVID-19, attracting nearly 1500 registrants. Additionally, we produced and released our Countering Covid Podcast series, which offered diverse perspectives on tackling the pandemic ranging from the use of AI to wastewater surveillance. Scroll down if you wish to listen to the podcast.
Despite the global adversity posed by COVID-19, the project team was fueled by a shared determination to contribute to the greater good. Enduring weeks of grueling 16-hour workdays, our collective efforts were driven by the conviction that our dedication would yield meaningful results. As I witnessed COVID testing pop-ups appear in my neighborhood park facilitated by companies partnering with us for their PCR testing components, I felt a sense of validation of our team’s effort. Our contribution underscored our shared commitment to responding to the pandemic, giving us a profound sense of fulfillment and purpose.
Lessons Learned
Despite the project's resounding success, there were few lessons learned, underscoring our company's ability to achieve anything when united in pursuit of a common goal. This initiative showcased our capacity to overcome challenges through teamwork and dedication. It reinforced our belief in the power of collaboration and alignment, emphasizing that with unity and determination, we can accomplish remarkable feats. Looking back, it's a testament to our collective strength and adaptability, reminding us that as long as we stay focused on a common objective, there's no limit to what we can accomplish.