Precision Q.I.D. Diabetes Monitors


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


  • 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.


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

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