Colin Campbell, Creative Consultant
  colin@colin.org   408-370-6521  

5. Aptitude

These folks are not making an offer on the seven panels of their home page.

Their opinion is that their product is  “The ultimate tool to diagnose infectious diseases.”  Their assumption is that you already know what they’re talking about. THE ULTIMATE TOOL!!

The second panel shows you an 8-year-old boy staring at the product. What is he grinning about?  It’s not likely that the kid is a medical practitioner. It’s not likely that he’s eager to find out if he has COVID or not. Or maybe if the right indicator turns up in only 20 minutes he’ll be able to stay home from school today.

Further down the page you learn that it is for the next generation, it’s better, it simplifies, it’s ground-breaking, it’s a comprehensive solution.  

At the very bottom it tells you what you’re looking at:  “From our ground-breaking FDA-authorized Metrix COVID-19 test, we’re building a comprehensive molecular testing solution from respiratory to sexual health and beyond.” The bottom photo implies they have tests for strep throat; a syndromic respiratory test for eight viruses; and a combined test for chlamydia, gonorrhea, and trichomoniasis. But they actually have only COVID/flu tests. 

I don’t know what their site is supposed to accomplish. They have a viable product that is selling well, but their site doesn’t want to talk about that. They have pie in the sky dreams that they can’t actually tell you about because their potential new products are not FDA approved at this point in time. 

After studying their site for an hour and burrowing down, I can tell you that  their Metrix system gives results from a nasal swab for flu/COVID testing in 20 minutes for $25 instead of a couple days at an outside lab for $75.

Why don’t they tell us that up front? 

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