Montreal, April 28, 2011 — Roche Diagnostics Canada, a pioneer in diabetes management, has just launched Accu-Chek Mobile, the first strip-free blood glucose monitoring device in Canada. For this launch, Cossette reinvented the rules of the game. The agency developed and carried out an innovative integrated communications strategy that is highly unconventional in this industry: a campaign using social media, supported by the Web.
“We wanted to create direct contact with the people who live with diabetes. We wanted a useful and inspiring campaign in which they will recognize themselves. When the agency suggested a social media strategy, we immediately saw an opportunity to build a connection with our target audience. Whether through blogs, Facebook or Twitter, the community of people living with diabetes in Canada now has an extra space to share their experiences, discuss subjects that affect them and talk with professionals or other people living with the condition,” explains Patrick Laurendeau, HCP Marketing Manager at Roche Diagnostic Canada. “Moreover, the campaign is supported by video testimonies that reinforce the more human and emotional side of the campaign.”
“Accu-Chek Mobile is a product aimed at a very specific target group among the people living with diabetes. These people are spread out across the country, over a large territory. We had to find the best way of bringing this segmented community together. There is no better platform than social media for allowing us to reach this objective as effectively as possible”, adds Sophie Labelle, Senior Advisor, Social Media at Optimum Public Relations, affiliated with Cossette. “In doing this, Roche Diagnostics Canada once again proves its status as the leader in its field by being one of the first companies in the pharmaceutical industry to establish such an initiative in social media.”
In addition to social media, the campaign is also using more traditional media forms: print ads, Internet site and banners, promotional brochures, posters in clinics, hospitals and pharmacies, and material to support Roche Diagnostics Canada’s sales force. This component of the campaign, which has been deployed since February, has a part principally intended for health professionals and another part dedicated to patients.
LINKS
The videos are on YouTube, Facebook, Twitter and on the company’s Web site.
CREDITS
Advertiser: Roche Diagnostics Canada
Agency: Cossette
Creative Director: Thomas Nelligan, Scott Bradford
Strategic Planning: Fabienne Callu
Account Services: Sophie Labelle, Isabelle Cypihot, Katia Robillard and Lawrence Binding
Direction/editing: Avenue8
ABOUT COSSETTE
Cossette offers a full range of leading-edge communications services to clients of all sizes, including some of the most prestigious brands in the world. It offers integrated services that include strategic planning and research services, advertising, planning of communications channels and media buying, sales promotions, direct response, direct and database marketing, customer relationship management, interactive and digital marketing solutions, organizational communications and change management, sponsorships and alliance marketing, branding and design, ethnic marketing, business-to-business communications (B2B practices), and print and video production. Cossette has offices in Quebec City, Montreal, Toronto, Vancouver and Halifax.
-30-
Information
Caroline Morin
Communications Director
514 282-4691
caroline.morin@cossette.com