Challenge: For people with diabetes, the OmniPod Insulin Management System is a life-changing product—if only they knew. But the target market is limited and dispersed. The company is small and unknown. The competition is established, monumental—and one competitor owns 75% of the market. We needed to get product samples in the hands of potential customers.
Solution: We brought the brand experience directly to the consumer. We created distinctive visuals that highlight the product's key differentiator, paired them with existing brand elements and launched a highly targeted national campaign, harnessing print, television and online media specifically viewed by people with diabetes. In each, the call to action was to order a free demo kit. People did - and they loved it.
Result: In one year, awareness among our target audience rose 475%. Requests for demo kits are four times the original goal. The brand became the first choice among the dLife audience. And a seasoned sales force credited OmniPod's marketing materials with powerful sales-generating momentum.