Best Healthcare Provider Integrated Ad Campaign

With the launch of the FreeStyle Libre system in 2017, the glucose monitoring industry was disrupted. People with diabetes across Canada were finally able to experience freedom when it came to their diabetes management. This innovative flash glucose monitoring system uses sensors, so the days of routine finger pricks are over! Through a painless scan and the convenience of getting a glucose reading anytime, anywhere, consumers can finally be liberated from the hassles of their disease. Patients feel more in control by having access to 8 hours of glucose data and with every scan, an arrow showing the direction that their glucose is heading.

It is one thing for Abbott to talk about the product’s benefits, and it is another to hear them through the voice of our consumers. From there was born the Consumer Voice campaign. The objective of the campaign was to drive consumer advocacy and encourage brand “love” stories for the product. Through experience sharing, the hope was to inspire and motivate patients who are currently non-users of the product to try the system. With every story shared from September 2018 to January 2019, Abbott committed to donating $5 to Diabetes Canada and Diabète Québec, up to $15,000.

The campaign was heavily promoted through social media, paid media and through our patient and HCP email databases. Diabetes Canada and Diabète Québec actively participated in promoting our campaign through their Facebook pages by reposting our content and publishing blog posts to encourage their followers to share their story.

Contributors:

BRIGHTWORKS

Location: Canada