Originally Published MX September/October 2004
ADVERTISING, DISTRIBUTION, & SALES
Expanding Brand Borders|
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The world of diabetes is universal and diverse. Addressing such diversity, the marketing approach of LifeScan Inc. (Milpitas, CA), a Johnson & Johnson company, offers an example of a brand remaining true to its vision, but with the flexibility to build relationships with multiple audiences.
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| Anderson DDB San Francisco developed a TV commercial featuring BB King to reach a specific audience for the OneTouch brand of blood-glucose monitors by LifeScan Inc. (click to enlarge) |
LifeScan and its agency of record, Anderson DDB San Francisco, worked together first to understand and establish the core values, vision, and essence of the OneTouch brand of blood-glucose monitoring systems. The brand vision—defined as the goal of striving for that which may seem to exceed our grasp—is "creating a world without limits for people with diabetes." Once this vision was understood and embraced throughout the company, Anderson DDB was able to expand the brand to multiple audiences.
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| Award-winning team members for Anderson DDB San Francisco at MMA's 2004 In-Awe presentation ceremony (left to right): Mark Spurr, vice president and director of client services for domestic healthcare (Toronto); Rory Phoenix, copy writer; Russell Messner, strategic planner; Jill Regan, senior art director; Michael Ling, vice president and managing director; Spring Utting, account director; Laura Reynolds, copy writer; and Ron Howard, cocreative director (Toronto). (click to enlarge) |
A key hallmark of marketing for the OneTouch brand is insight into the needs of each target audience. This can be seen in the brand's award-winning campaigns in the Medical Marketing Association's 2004 In-Awe competition. Each campaign was based upon market research and validation that enabled Anderson DDB to identify a single relevant insight on which the communication could revolve.
The following featured campaigns and their insights demonstrate how the brand vision was reflected in a relevant way to each audience. In these award-winning campaigns, Anderson DDB fulfilled its mission to protect and shape the brand, ensuring that all communications remained true to the brand and relevant to the audience.
BB King to consumers: Finger pain is a key barrier to blood-glucose testing and might keep me from doing what I love—playing the blues.
Jose Feliciano to Spanish-speaking consumers: "My fingers are my vision." Finger pain is a key barrier to blood-glucose testing and might keep me from doing what I love—like caressing my children's faces.
Measurement to management, for diabetes specialists: Healthcare professionals need to be reminded that patients can be and want to be in charge of their diabetes.
TestSmart, for consumers: Change is hard; I'm frustrated and overwhelmed.
Photo courtesy MEDICAL MARKETING ASSOCIATION
Photo courtesy ANDERSON DDB SAN FRANCISCO (B. B. King)
Copyright ©2004 MX
