B2C Branding CaseDiaClinRelief for DiabetesClient Personnel: Floris Koumans Stephan van PuffelenBohemia Personnel: Marco de Boer Bas Huissen Tom Lawrence Kyra Roest
SituationThe Orange Pearl Group realizes sustainable productinnovations of pharmaceutical products, pharmaceuticaldevelopment, personal care products and remedies.The bio-active concept is aimed at substances that stimulate,activate and support the natural repair mechanism of theectodermal tissue (skin and mucosa): resulting in a fasterand better healing process without adverse effects.“How can we brand this new product towards diabeticsas their personal care brand?”
Target• Brand DiaClin as innovative and high-end.• Create a trustworthy brand worldwide.• Bridge the gap between medical and cosmetic.Target group• Diabetes• Pharmacists• Resellers
Did you knowthat Diabetics only go for a new product when they suffer oneof the side effects of diabetes like for example eye problems?Almost 30% of all Diabetics have eye problems from itchy eyesto severe inﬂammation. With at least 750.000 registeredDiabetics in the Netherlands that would make more than225.000 patients. They only go to the pharmacy or the doctorwhen they have a medical problem. And eye problems are onlyone of the side effects of Diabetes.Imagine how the positioning of DiaClin can make the difference.
StrategyDiaClin claims: “We want to prevent and treat discomfort.”Better might be: “DiaClin wants to treat the discomfort ofeffected skin and mucous areas with Diabetes patients andprevent their recurrence.”In short:
DiaClin®brings you as a Diabeticrelief when you need it,right there where youneed it.
DiaClin® visuallyhas to stand outbetween these brands,series and packages.
ResultsDiaClin® is currently in production and was launched atthe IDF World Diabetes Congress Dubai 2011, one of the leadingevents of dedicated information about medical equipmentsand technology industry.
Be memorable.For more information:Hugo Kalf email@example.comKyra Roest firstname.lastname@example.orgBohemia AmsterdamSint Pieterspoortsteeg 23a1012HM Amsterdam, the Netherlands+31 20 42 33 555bohemiaamsterdam.com