In 2013, Medicare announced a major change in the delivery policy for the millions of diabetes patients receiving blood sugar test strips in the mail.
Abbott needed a tactical campaign to drive traffic to their call center for details about the policy change. It was also important for Abbott to develop creative to protect and maintain brand loyalty.
We developed DRTV and print focusing on the Medicare message as well as TV and print with a brand message of empowerment and support focused on healthy choices. Print and TV ran concurrently.