MEDIA BUYING DIRECT RESPONSE TELEVISION (DRTV) CASE HISTORY ......

 

A Healthy Response

Background / Problem
Several years ago, we were approached by a start-up company that entered the competitive market of supplying diabetic supplies to seniors. Liberty Medical was the established leader in the category and had built a solid reputation in the marketplace.
Our client had no awareness in the category and needed to differentiate themselves from their competitors. They also wanted to steadily gain market share in order to build their position as a leader in this rapidly growing segment of the healthcare market.

Solution
Koeppel Direct worked closely with this client in developing a dynamic promotional offer targeted at seniors. The agency also developed a drtv media buying strategy that went beyond the typical direct response national cable buys. It included national satellite, national syndication, network and local broadcast media buys. The drtv campaign generated more calls in a concentrated timeframe, than any direct response TV media buying campaign currently handled by the largest telemarketing firm in the U.S. The volume of calls was so high that it was necessary to bring in the second largest telemarketing firm to handle the overflow calls. The combined operator pool of both telemarketing firms still could not handle the influx of calls, so the third largest telemarketing firm was also brought in. In the course of only a few years, this client became the second largest supplier of diabetic supplies for seniors and a major health care provider invested heavily in this client, based on their strong growth and performance