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.
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.