CHALLENGE

BD BGM (Blood Glucose Mirrors) was fourth to market witih no support. It had a parity project but with the thinnest lancet. It could support a “50 % less pain” claim and everyone in the category knew pain was a key driver and talked about it one way or another.  

SOLUTION

Imagine a testing kit so gentle it won’t even pop a balloon. Our campaign drove an increase in new prescription strip volume by 45% in a six-month test market and increased brand awareness among our core target by 47%. Patients came in asking for “the one that doesn’t pop the balloon.”

MEDIA

TV & Print

POSTERS

A fear of insulin injection is associated with poor compliance.  “I am a little scared by giving myself injections.  What if it hurts?”  We needed to dramatically improve the injection experience for the millions of people living with diabetes and to support patient compliance by reassuring patients that injecting insulin with BD needles could ease the pain and discomfort of injections.