500 email adresses.
- General practitioner’s assistants
- Diabetes consultants
Launching new products in diabetics care is not easy. The end-user has little choice. 99% of the new patients follow the advice of the GP and his or her assistant. Besides this issue, the GP and his assistant are difficult to persuade to change their scope of products which they recommend. We use their day-to-day experience to show them why the new product is a solution for many of their patients.
How it works
At the annual Langerhans Event, the event for anyone who’s active in the ﬁeld of diabetics, we sent out a team of interviewers to research the experience of GPs and assistants with current glucometers. The results of this research will be sent to the contributors by email.
The full campaign carries the FreeStyle look and feel and is focussing on participating in the Abbott ﬁeld research. To give the campaign more visibility at the event, buttons saying ‘I joined’ were handed out to the contributors.
We gained over 650 email addresses of the right target group who were later informed about the new product line of Abbott Diabetes Care. What a sweet (pardon the joke) victory.