An e-Commerce Model for Home Test Kits: How to Do It, & Why It Matters

The viability of an online home test kit program was previously shown by the “I Want the Kit” campaign. The existing “I Know” website was restructured to enable online orders of a home test kit, as well as online access to test results, and to provide email and text message notices to clients. Kits and results could also be ordered by phone. All “I Know” materials were updated to feature the home test kit. The use of an online system reduced testing barriers by altering key dimensions of testing, known as product, price, placement and promotion.