Direct Mail
for the pharmaceutical sector

In a market which can be rather conservative due to its sensitive nature, LifeScan appointed Clarion to re-position their offering and roll-out promotions across multiple channels that included acquisition and upgrade direct mail activity.

Our creative solution to breathing new life into their proposition was delivered through slick photography, strong headline messaging and differentiating their product range via 3 key points-of-difference.

Both new customer acquisition and upgrade direct mail activity came in the form of well targeted data and a fantastic price point offer to incentivise response. Activity across 2 acquisition mailings and 2 upgrade mailings was made measurable via direct response voucher redemption through leading high street pharmacy retailers.

Response rates were incredible with the 2 cold acquisition mailings generating 11.4:1 and 6.5:1 return on investment, whilst the 2 upgrade mailings generated return on investment of 10.3:1 and 29.9:1.

Multi-channel support activity across press advertising, in-store point-of-sale, email marketing and online advertising, saw an overall return on investment in excess of 13:1 in the first year.

Response rates were incredible – delivering a return on investment in excess of 14:1 across the 4 direct mail campaigns.

"I was tasked with setting up a direct marketing function within LifeScan and Clarion has become an integral part of the success of that function. Your fresh new ideas have really shifted the thinking within LifeScan and we have enjoyed phenomenal success as a result of our partnership.

Clarion has always shown great commitment to the LifeScan work, turning things round extremely quickly and with a high level of attention to detail. All your team are always a pleasure to work with."

ROB ATTRYDE
EMEA Marketing Manager
LifeScan

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