Medtronic Diabetes sells insulin pumps to help people with Type-1 Diabetes (T1D) manage their disease, an alternative to self-injection. The client’s objective was to migrate patients from injections to a pump and avoid the $9,500 pump price shock – without relying on the traditional communication of healthcare professionals alone.
Leveraging the receptive moments relevant to the target audience groups, we developed the creative platform of ‘Switch On’ that really tapped into the issues that people with T1D face in a positive way and challenged them to switch on a better life. The campaign was rolled out into channels where we knew the audience were more open to having the conversation, driving leads and trial.
Program successfully piloted in ANZ market exceeding targets by 40%. Our campaign drove 40,305 to the Medtronic Diabetes website, indicating 34% of the entire T1D adults segment in Australia engaged with this campaign. Based on its success, the program was rolled out across the APAC region and used to inform the global contact model.
Lead target achieved