Best Use of Digital Promotion to Healthcare Professionals

Sponsored by Cadient Group

WINNER

Medical Broadcasting Company and LifeScan

Diabetes InPractice(SM)

Keeping things clean and simple was the goal of LifeScan's OneTouch blood glucose meter when it was created, and this digital promotion to healthcare professionals was approached in a similar manner.

Prior to the campaign, called Diabetes InPractice, LifeScan's sales force targeted only diabetes specialists. But they saw a huge opportunity to educate primary care physicians (PCPs).

At the time LifeScan was detailing only 20,000 of 75,000 high-prescribing PCPs, many of whom did not have a glucose meter brand preference.

Medical Broadcasting Company (MBC) was charged with creating a cost-effective solution to reach those 75,000 PCPs without a sales force.

MBC proposed a Web-based solution and the agency and LifeScan began enrolling physicians into the program at trade shows and through banner promotions on www.lifescan.com.

Upon registration, physicians would answer a series of questions about their medical specialty, their current blood glucose meter of choice and their recommendations for daily testing frequency.

Enrolled physicians would then receive a welcome kit that included up-to-date clinical information and samples, and thereafter would receive two e-mails per month. The first of these e-mails was to be more clinical and news-based, and the second would reinforce the message of the first by tying in recent diabetes news relevant to the OneTouch brand.

LifeScan saw significant results following the six-month pilot for OneTouch, October 2003 through March 2004, with a majority of enrolled physicians making OneTouch their glucose meter of choice.

HONORABLE MENTION

Stratagem Healthcare Communications and Philips Oral Healthcare

Sonicare Animated Flip Chart

Philips Oral Healthcare needed a major overhaul of its selling tools for the Sonicare Power toothbrush. What Stratagem Healthcare crafted was an instrument to regain Sonicare's claim as the number one brand in the rechargeable toothbrush category. Sales reps had previously used selfcreated paper flip charts to make presentations to dental professionals, but Stratagem produced this animated flip chart, distributed on CD-ROM, that has become the principle selling component for Sonicare sales reps.

The Award

Rewarding the best use of interactive media, such as the Internet, CD-ROMs and e-mail, to promote corporations, brands, products or services to healthcare professionals.

The Finalists

* CCG Metamedia, Inc. and Pfizer, Inc.

The Virtual Anatomy Series

* Estco Medical and GE Healthcare

GE Digital Hospital

* Lanmark Group and Johnson & Johnson

Clean Burst Floss Direct Mail CD-ROM

* Medical Broadcasting Company and LifeScan

Diabetes InPractice(SM)

* Stratagem Healthcare Communications and Philips Oral Healthcare

Sonicare Animated Flip Chart

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