Kindred promotes first non-invasive pre-natal test

Diagnostics company Premaitha Health has handed Kindred a consumer PR brief to promote its flagship product, the IONA test, which is the first non-invasive pre-natal test to be made available.

The IONA test is the first non-invasive pre-natal test (NIPT) with the CE quality mark, which, Premaitha Health says, provides peace of mind to new mums when recommended screening for Down’s Syndrome and other serious genetic diseases, such as Edwards Syndrome and Patau’s Syndrome.

The test is already the preferred NIPT of choice for several NHS hospitals and private clinics in the UK.

Kindred’s remit includes educating pregnant women and other stakeholders, including midwives, about NIPT and the IONA test in particular.

Anastasia Scott, managing partner at Kindred, will lead the account.

Joanne Cross, head of marketing at Premaitha Health, said: “The IONA test is an innovative new product that can help mums gain peace of mind at a crucial time in their pregnancy. Kindred really grasped this, and impressed us with their insights about the way new mums think, feel and behave. It was the agency’s insight into the audience and their creative approach that impressed us.”

Scott said: “We’re delighted to be working with Premaitha Health. They are the leader in their field with a fantastic product, the IONA test, which is already proven to give mums much needed peace of mind in their first trimester. This new account joins Kindred’s growing portfolio of brands focused on helping mums, and dads, navigate pregnancy and parenthood.”

Earlier this week, Gorkana reported that Premaitha Health had appointed strategic comms group Vigo to advise on capital markets communications.