OraSure Technologies has teamed up with basketball great Magic Johnson and GolinHarris to get the word out about OraQuick, an HIV test that consumers can take at home.
The product is available at more than 30,000 drug stores and retailers, as well as through retail sites like CVS.com and OraQuick.com. The test detects antibodies to both HIV-1 and HIV-2 with an oral swab and provides results in about 20 minutes. The in-home test is an over-the-counter version of OraQuick Advance, an oral swab test that's used by doctors, hospitals, clinics, and other medical professionals.
Those who are infected with HIV and unaware are disproportionately responsible for the 50,000 new HIV infections that occur each year, according to the company.
Johnson made the press rounds last week, sharing his thoughts in articles in People magazine and by the Associated Press. He also appeared on prominent TV programs like The Daily Show.
The company declined to discuss its promotional strategy with PRWeek. On the product's Facebook page, one poster noted that she was disappointed in the lack of marketing before OraQuick's official launch.