Task: reach users of warfarin and drive incremental sales of self-monitoring equipment online.
Campaign context: users of warfarin have to monitor their intake regularly to ensure they do not overdose. This necessitates setting aside hours of time for trips to hospital or GP surgeries for the tests to be completed. coaguChek meters can be purchased by consumers for home testing, saving precious time for socially active warfarin users to get on with their lives.
Challenge: consistently reaching and converting incremental prospects within a hard to define audience from awareness through consideration to online sale.
Solution: content driven approach using digital media formats combined with traditional print, to educate the target audience about the benefits of home testing and how easy it is to get your life back, bring respondents through the awareness-purchase consideration funnel.