For Novo Nordisk, we have projected and implemented a time-limited, narrowly targeted campaign addressing diagnosed diabetics over 50 years of age. Cooperation with doctors and regional media was key here.
During the three-month campaign, we realized dozens of media outputs, mostly thematic educational articles in regional newspapers and weekly newspapers covering at least a quarter of page. According to the client's assessment, the campaign had a demonstrable effect; patients have requested more insulin information from their treating doctors, so we continued to communicate in other selected regions.
Novo Nordisk is the world's leader in diabetes care. It has built its position thanks to a wide range of products for diabetics, including the most advanced products in the field of insulin delivery systems. The goal of our campaign for Novo Nordisk was to educate patients with diabetes about safer and more predictable treatment - insulin analogues and their benefits, to break insulin pen myths and, thus to refute unnecessary patients fear of the insulin application.
„In cooperation with Focus, we have managed to address diabetics in selected regions of the Czech Republic and introduce them our insulin pen. Together with diabetologists, we then focused on alleviating the fears of elderly patients of self-application of insulin.“
The primary target group of the campaign was the lay public - particularly new diabetics and their family members. For communication with them, we used active cooperation with doctors in different regions. In editorial texts diabetologists shared experience with insulin therapy of their patients, and some were also provided a space in regional radio. We also involved media relations with patients who have positive experience with insulin and are willing to share their story. The campaign was supported by PPC advertising targeting selected regions.