| 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.
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| 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 |
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| Case #1: A Hair Raising Solution |
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