Precision Q.I.D. Diabetes Monitors

Problem:

How to dimensionalize the category mandatory (accuracy) and create a brand advantage.

Solution:

• Used technical and medical studies to uncover a positioning that communicated how the product offered better accuracy.
• Communicated the accuracy positioning with a unique and compelling selling proposition and supported it with simple reasons the consumer could believe.

Results:

• Product is launched via radio and print campaigns developed by CenterBrain International, Inc.
• Market share triples in just twenty-four months.