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The Client:
BD, a medical technology company that serves heath-care institutions, life-sciences researchers, clinical laboratories, industry, and the public.
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The Challenge:
To measure relative meter adoption in terms of likelihood to continue use and whether patients purchased.
To profile meter adopters in terms of diabetes therapy, testing frequency, and demographics.
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The Method:
We gathered names of meter recipients utilizing QualityHealth.com's member database of 9 million preprofiled consumers. Utilizing our unique technology, we targeted BD's message only to consumers who requested relevant condition-specific information and were interested in hearing the client's brand message.
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The Results:
By leveraging our interactive profiling technology, we not only met our client's goals—we exceeded them.
- 30% changed testing strips to BD.
- 12% will definitely continue to use BD meter.
- 61% will definitely or probably continue to use BD strips.
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