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Branding + Advertising + Digital | Featured Case Study

Affordable Insulin Project

Creating Actionable Content to Empower Patients

Overview

Client: Diabetes Patient Advocacy Coalition

Project: Affordable Insulin Project

Category: Branding + Advertising




The Diabetes Patient Advocacy Coalition (DPAC) works to promote and support public policy initiatives for people with diabetes. The number of Americans with diabetes is increasing at an alarming rate and one-third of Americans with diabetes need insulin daily. However, limited healthcare coverage and higher deductibles are creating new financial pressure.
People neglecting to take needed insulin due to out-of-pocket costs leads to more than a million additional hospital visits a year. To help inform this population of more affordable options, DPAC tapped Stark/Raving to create a campaign that empowers patients to take action and affect change.

The Challenge

Take complex information and deliver it in a consumable way to inform and empower a diverse population, including those with Type 1 and 2 diabetes, and who are insured, uninsured, underinsured, and have government-subsidized healthcare.

The Process

We conducted research to gain a deep understanding of the target audience, identifying their interests, lifestyle choices, experience with the healthcare system and media consumption habits in order to shape an impactful and relevant campaign.

The Solution

The campaign, centered around a rallying cry to "take action," distills complex information into clear and approachable content and infographics designed to empower people to affect change in the way they financially manage their disease.

To quickly establish a strong and visible presence for the program in select markets, Stark/Raving used a mix of localized media buys and content-based placements to engage our audience at strategic points along the funnel. Stark/Raving ensured all media dollars were trackable to continually optimize the campaign to deliver the maximum ROI.

Pandora Radio

Geotargeted streaming radio and digital display were designed to amplify brand awareness, drive direct traffic to the website and increase online search volume.

SEM

Branded and keyword-focused advertisments were placed to reach and engage the target audience within of defined geographic regions.

Digital Display

Banner advertising inventory was secured on insulin price-comparator websites to engage the audience at a significant point of conversion.
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