for the pharmaceutical sector
The LifeScan blood glucose monitoring meter range is among the leaders in the UK but there is always opportunity to increase market share through acquisition of new customers and increase loyalty by adding value.
They commissioned The Clarion Portfolio to breath new life into their proposition and create cut-through in a market which can be rather conservative due to its sensitive nature.
Our creative solution positioned the LifeScan meters as ‘the cool glucose monitoring meter’ through slick photography and ‘to-the-point’ headline messaging. The press advertising was made measurable via direct response mechanisms that included voucher redemption and a bespoke customer service response line. Furthermore it delivered data capture for ongoing consumer loyalty campaigns.
Response rates exceeded all expectations but then we pushed them further. We introduced a concept never before seen in the sector; stitched-in card advertising; and the response rates became truly astounding – lifting to more than 500% above any previous activity.
Combined with support activity across direct mail, email marketing, in-store point-of-sale and online advertising, LifeScan saw a return on investment of over 13:1 in the first year.
"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."
EMEA Marketing Manager
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