Best Health Care Interactive Application

Bayer HealthCare Diabetes Care was launching a new blood glucose meter into the Canadian marketplace in March 2010 called the CONTOUR® USB. This meter provides a unique diabetes monitoring experience and differs from existing meters with a variety of new and useful features. This new meter is for people with diabetes who are technology enthusiasts and are active in their diabetes management. With this audience in mind, Bayer wanted a way to showcase and compare these exciting new features against the competitive meters in a fun and engaging way. This engaged, ‘techie’ group would be more likely to actively participate in an interactive tool to compare the new CONTOUR® USB with their current blood glucose meter. Brightworks created an interactive comparison tool that appealed to both the newly diagnosed and current diabetes patient. Newly diagnosed patients would not know the various features of current meters which would make the ‘feature’ selection irrelevant to them. We created a ‘meter’ option so they can compare against other meters in the marketplace (or all meters if they prefer) to help make their decision. Current diabetes patients could also use this avenue to compare to their existing meter or choose the ‘meter features’ option to select features that are important to them in a blood glucose meter. Users can print off the chart and discuss with their diabetes nurse educator or Pharmacist; they can also purchase the meter online through the website www.bayercontourusb.ca (which is where this tool resides).

Contributors:

Associate Contour Brand Manager, Bayer :	Melanie Ferguson
Contour Brand Manager, Bayer:	Remus Negut
Former Contour Brand Manager, Bayer:	Devin Macoritti
Group Market Manager, Consumer, Bayer:	Theo Tsakopoulos
Managing Director, Brightworks:	Neil Follett
Account Manager, Brightworks:	Julie Sheldon
Project Manager, Brightworks:	Angela Kostenko
Graphic Designer, Brightworks:	Chrissy Crawley

BRIGHTWORKS INTERACTIVE MARKETING

Location: CA