Roche Diagnostics Canada conducts online campaign
By Adnews Staff
Roche Diagnostics Canada has begun an online campaign for its Accu-Chek Mobile blood glucose monitoring device for diabetics. The campaign, developed by Cossette, consists of social media activities supported by online banners, a website, print advertising, brochures, and posters in clinics, hospitals and pharmacies. "We wanted to create direct contact with the people who live with diabetes," said Patrick Laurendeau, HCP marketing manager at Roche. "We wanted a useful and inspiring campaign in which they will recognize themselves. When the agency suggested a social media strategy, we immediately saw an opportunity to build a connection with our target audience. Whether through blogs, Facebook or Twitter, the community of people living with diabetes in Canada now has an extra space to share their experiences, discuss subjects that affect them and talk with professionals or other people living with the condition. Moreover, the campaign is supported by video testimonies that reinforce the more human and emotional side of the campaign."