OneTouch Pharma DTP / DTC

Type 2 diabetes inflicts 29 million people in the U.S. The largest percentage of these PWDs (People with diabetes) are in fact, senior citizens. So when trying to educate this baby boomer target we found traditional media like radio proved to be more effective than digital. To accomplish this we created three spots (2 national / 1 instore) that not only offered product education but are uplifting and even have humor to help cut through the clutter in this sterile medical jargon-filled environment. To incentivize testing, we also launched a patient/HCP program with Walgreens that earned PWDs reward points every time they tested. We also provided generic patient/HCP ad elements as a way to introduce our meter and brand.

Campaign Elements:
National radio spots
In-store radio
Digital display ad
Digital banner