n6 was preparing to launch icon16, a 16-well real-time PCR instrument that extends their AutoNorm™ adaptive amplification technology to labs running next-generation sequencing at lower throughput. The goal was to reach the precise audience of NGS and genomics lab decision-makers who would recognize why per-well, real-time amplification control matters, and to make sure that the announcement reached that audience through the publications that they read and trust.
The targeted approach produced a 61.5% media response rate. Eight of the 13 journalists that we pitched replied. For reference, the average journalist response rate was 3.43% in 2025 according to MuckRack’s reporting. It is the clearest signal that we reached the right people with the right story. It also points to something more valuable than a single number. It reflects a healthy, trusting relationship between n6 and the journalists who matter in their field.
The launch earned coverage across seven outlets. Two are leading industry trades: GenomeWeb and GEN which published the new product news in their updates. Five are specialist publications: LabX, Clinical Lab Products, Lab Manager, the OmicsOmics blog, and Technology Networks. The campaign also generated a dedicated interview with Keith Robison, a widely followed voice in the genomics community.
That coverage drove measurable, traceable action. The published articles sent 51 referral sessions directly to n6’s site. These were readers clicking through from the coverage itself. The articles also generated 69 new backlinks. Those backlinks expand n6’s earned-media footprint. They also build lasting domain authority that keeps working after the launch window closes.
The relationships built during this launch are an asset that n6 can keep using. Trade editors are now warm to the technology. The next move is to convert that goodwill into a feature. We are pitching n6’s scientific and partnership news to land an in-depth story with GEN or GenomeWeb. Both outlets showed clear interest during the launch and signaled they want to cover future announcements. We will keep nurturing these relationships, so each milestone builds on the last.
