Connecting Roche with the Swiss diabetes community online, too

ROCHE DIABETES CARE SWITZERLAND

Evelyn Ruckstuhl

Evelyn Ruckstuhl

Senior Consultant

Barbara Koster

Barbara Koster

Senior Consultant

Sibylle De Marin de Carranrais

Sibylle De Marin de Carranrais

Associate Consultant

Nadine Büchler

Nadine Büchler

Associate Consultant

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CHALLENGE

Over 5,000 leads are generated during the first 360° DTC campaign for blood glucose meters. This initially exhausts the target group – pushing up advertising costs.

STRATEGY & SOLUTION

The campaign opens with content relating to diabetes in general, with a stronger focus on organic rather than paid reach via SEO and the launch of the online community on mein-blutzucker.ch.

IMPACT

Organic reach grows; user loyalty to the website increases threefold with a high retention rate – the average visit time is up 259% and the loss rate down 37%. Over 450 members engage with the community in more than 550 discussions.