b2b campagne abbott diabetes care
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Bohemia AmsterdamAbbott
Abbott How easy is your meter?Bohemia: Marco de Boer, Ramiro Amorena
B2B Campaign Case
Bohemia Amsterdam
Situation In the Netherlands diabetics go to the local GP post for advise and support. The GP’s assistant helps them out and gives advise on how to use, for example, the glucometer.
GP’s assistants generally have not more than three brands of meters in their portfolio.
AbbottB2B Campaign Case
Bohemia Amsterdam
Target • 500 email adresses
Target Group • General practitioner’s assistants • Diabetes consultants
AbbottB2B Campaign Case
Bohemia Amsterdam
Approach Launching new products in diabetics care is not easy. The end- user has little choice. 99% of the new patients follow what has been advised by the GP and his assistant. Besides this the GP and his assistant are difficult to persuade to change their scope of products they advise.
Use their day-to-day experience to show them why the new product is a solution for many of their patients.
AbbottB2B Campaign Case
Bohemia Amsterdam
How It Works At the annual Langerhans Event, the event for anyone who’s active in the field of diabetics, we send out a team of interviewers to research the experience of GP’s and assistants with current glucometers.
The results of this research will be send to the contributors by email.
AbbottB2B Campaign Case
Bohemia Amsterdam
Campaign The full campaign carries the FreeStyle look and feel and is focussing on participating the Abbott field research.
To give the campaign more visibility at the event, buttons saying ‘I joined’ was handed out to the contributors.
AbbottB2B Campaign Case
Bohemia Amsterdam
Visuals • Research • Buttons • Posters • Email
Dear assistant, how easy is your meter?
AbbottB2B Campaign Case
Live research at event.
“I participated”
“Did you participate in our research?”
“Do your patients havetrouble reading?”
Thank you email
Bohemia Amsterdam
Result We gained over 650 email addresses of the right target group who were later informed about the new product line of Abbott Diabetes Care.
AbbottB2B Campaign Case
Copyright © Bohemia Amsterdam 2015All aspects of this presentation – design, text, graphics, concepts, ao – are copyright Bohemia Amsterdam and it’s affiliates or content and technology providers.
Bohemia Amsterdam Generaal Vetterstraat 72-a 1059BW Amsterdam The Netherlands
+31 [0]20 42 33 555 bohemiaamsterdam.com
Any step can be a leap forward. For more information: Marco de Boer [email protected]