Diabetic retinopathy is the leading cause of blindness among working-age adults, impacting nearly 7.7 million Americans a year. The number is expected to increase to 11.3 million by 2030. Ironically, with early detection, it is also the most preventable. Unfortunately, data indicates that many diabetics simply won’t take the time to visit an eye specialist for annual screenings.
Enter Welch Allyn’s RetinaVue Network — a simple, accurate and affordable diabetic retinopathy screening tool for primary care settings.
After engaging a multidiscipline team of key clients through an in-depth Brand as Friend® workshop, we determined that the Welch Allyn brand enjoys a remarkably high level of Affection among primary care clinicians, while scoring low in the category of Relevance. Based on these insights we determined that we needed to craft a story that built deeper connections in a category more accustomed to “just the facts” than emotional appeals.
To set the stage for the RetinaVue launch, and win the hearts and minds of primary care providers in the process, Mower developed a compelling, heart-wrenching and emotional day-in-the-life video of a woman blinded by untreated diabetic retinopathy. The video launch was quickly followed by a carefully crafted mix of awareness and lead-generation efforts that included an extensive email nurturing campaign, social media, media relations, content development, content syndication and paid social.
The true impact of the campaign was dramatic and immediate. The video, entitled “Vision for All,” told the real story of Monica and what her world looks like through the muted lens of diabetic retinopathy. Meanwhile other elements of the campaign tied everything together by telling another story: one where today’s primary care provider is the new hero in the fight against preventable blindness.
Starting out with the goal of generating 500 leads for Welch Allyn’s sales reps, the campaign wrapped after a six-month period with a whopping 140% higher lead-gen rate than anticipated. Additionally, some 15,000 visitors were driven to the campaign landing pages, which generated more than 1.3 million overall impressions.
Even more impressive than the numbers was the willingness of the medical community to join our client’s noble fight for a world free of preventable blindness due to diabetic retinopathy.
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