CLIENT
Marketing
YEAR
SERVICES
The Innovative Touch
A leader in producing portable blood glucose monitoring devices, OneTouch has made life easier for thousands of diabetics around the globe. For over 35 years, the brand has been committed to improving the quality of life for people with diabetes and their caregivers by developing products that are an archetype of simplicity, accuracy and trust. OneTouch Verio Reflect™ is the newest addition to the OneTouch range of meters.
Unlike other glucometers in the market that only alert patients when blood sugar levels are above, in or below range, the OneTouch Verio Reflect™ also helps patients manage their highs and lows and makes it easier for them to know when it’s time to take action.
With hundreds of meters presenting varying features, the glucometer market is highly competitive. Although OneTouch is a well-known brand, new products, even by reputable companies need exposure to establish. The challenge presented by this product was setting it apart from generic meters that already capture a good market share.
CLIENT
Marketing
YEAR
SERVICES
Challenge
With hundreds of meters presenting varying features, the glucometer market is highly competitive. Although OneTouch is a well-known brand, new products, even by reputable companies need exposure to establish. The challenge presented by this product was setting it apart from generic meters that already capture a good market share.
The USP (unique selling point) of OneTouch Verio Reflect™ lies in its innovative features. The challenge was to introduce customers to these features and educate them on how to use and benefit from them.
Insights
Due to information overload, people now tend to read less and according to research, the human mind processes visual information 60,000 times faster than text that requires longer learning. Therefore, to ensure brand recognition and product remembrance, it is vital to incorporate visual representation of product features with clear and concise text to support an effective marketing strategy.
Solution
By emphasizing on the innovative features of OneTouch Verio Reflect™, we established the product’s USP as the campaign’s highlight keeping the new features as primary communication.
Easy to understand visual representation of features was used to make the device come across as very simple to use and incorporate in the customer’s daily life.
Reusing certain images, words and messages can create a sense of familiarity, making it more likely for people to remember the brand and like it. We made use of the repetition technique by restating the features on each communication material.
In order to gain customer attention, we developed interactive POSM (point of sales materials) including a touch and feel unit that showcased an actual meter to engage and educate potential customers. Customized shelf talkers with pull up strips and complementary conversational communication was also designed to excite the customers.
