
0
decrease in cost per impression compared to traditional print
0
decreased overall click costs due to efficient SEO, keyword optimization and ad copy refresh
Challenge
Diabetes management is experiencing a deep industry transformation through technology, innovation and digitalization of the patient journey through services like telehealth and digital pharmacies. Ascensia was behind in its category in adopting a digital approach to reach in a way that speaks to the modern health consumer or health care professional outside of print, their primary legacy channel. They needed to retain their current customers and prevent attrition, whilst also growing their share of market with limited resources compared to competitors.
Ascensia & Contour were established market brands but were losing consumers and market share to the competition that started dedicating large marketing budget ahead of major structural changes in the industry. Dentsu health helped Ascensia act like a challenger brand by being highly efficient with our media investment to overcome the Share Of Voice (SOV) gap and gain new customers to grow the brand.
Solution
We built a digital-first and patients-first marketing approach based on a highly sophisticated segmentation of patient audiences by precisely understanding the new journey mapping through a mix of data and research and an audience-first planning and buying activation across all media channels, including social media, native advertising, connected TV and Online Video. M1 Audiences has been key to quickly scale this strategy in U.S. markets.
To support this innovative media strategy for this category and for our client, we designed and built “One Team Ascensia”, an agile team seamlessly uniting both the Directional Team (strategic planning) and Delivery Team (performance media). We also created centers of excellence around digital to drive business forward, enabled cross-network collaboration for new ways of thinking and implemented highly integrated strategic planning led by detailed performance insights to ensure maximum media effectiveness.
Dentsu health was the first in the category to put a strong focus on optimizing lower funnel activity, not only through continuous keyword optimization but also with a strong long-term commitment to SEO improvements and cementing a strategy to future proof the business for a digital-first customer.
We worked with the Ascensia ecommerce team and wider business to build on legacy systems to improve their focus on online as a channel to drive sales and demonstrate its value in a category that has traditionally been dominated by offline, in-store sales. This led to Ascensia opting to feature their products on Amazon and Walmart websites, which has opened up new avenues of sales and media attribution from our strategic planning.
Results
Ascensia re-gained its number two spot in the category, even-though they were outspent by three out of five competitors in the top five.
Dentsu health delivered large improvements in media efficiencies, lowering cost per impressions (CPMs) for reaching customers through digital by more than 80% compared to traditional print and decreased overall click costs by 45% through SEO efficiencies, keyword optimization and continuous ad copy refresh to test and learn
More Than That with Gia Peppers
Created for Black audiences and produced and distributed exclusively by underrepresented businesses, the series aims to address the inequities in the advertising supply chain by providing a plat...
The Cadillac Live Experience
Dyslexia Canada
One in five people have dyslexia and 40% of children with learning disabilities experience mental health problems. Over 750k Canadian students are Dyslexic, however, Canada lacks the tools neces...
The Ad Council, dentsu & VidMob; Creative Optimization
Seize the Awkward
Oreo
The Oreo Doomsday Vault
Generali
Having never built a global brand, Generali has an intricate web of partners, involving disparate agencies in local markets, delivering their own creative and production. The result was marketin...
Gillette: Cost of Winning
Nominated for a Sports Emmy, The Cost of Winning series premiered on HBO, followed by streaming on HBO Max, and quickly became the top performing sports title since the launch of HBO Max.
Harvard Pilgrim Healthcare
Dentsu health helped design and implement a go-to-market strategy with a best-in-class campaign that capitalizes on historical learnings, is grounded in data and analytics to inform key decision...
Foot Locker
Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked dentsu gaming to integrate a new augmented reality feat...
Crayola Color Your World
Crayola need a unique campaign to emphasize their belief that every child has the power to create their place in the world by coloring themselves into it. Dentsu teams developed the strategy to ...
Intel
How do you break through the clutter and build momentum in a way that earns credit for reinvigorating the traditional PC ecosystem? With 15 micro-influencers creating a network effect across a ...
Multiple Myeloma Customer Centric Multi-Channel Campaign
American Multi-Brand Pharmaceutical Company Increases Oncological Growth Potential by Combining Personal and Digital Promotional Strategies
Myeloid Leukemia Multi-Channel Campaign
An American multi-brand pharmaceutical manufacturer needed to re-position as the brand of choice for Myeloid Leukemia therapy, increase NRx and maintain and protect existing Rx.
Cancer Treatments Pharmaceutical Manufacturer
A pharmaceutical corporation specialized in the manufacturing of cancer and immunology drugs needed to design a program to support the launch of its key multiple myeloma (MM) treatment product. ...
Season of the #Whiff
Dentsu was given the opportunity to highlight Head & Shoulders’ partnership with MLB through a creative solution inspired by its brand positioning.
U.S. Pharmaceutical Manufacturer
From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
A Top Ten Global Pharmaceutical Company
This dentsu health client recognized the need for a new go-to-market process as well as organizational change management to leverage its technology investments.
Ascensia Diabetes Care
Diabetes management is experiencing a deep industry transformation through technology, innovation and digitalization of the patient journey through services like telehealth and digital pharmacie...
Sprint: Smack that Talks Back
Meet La Futbolera, the smack-talking granny who ignited the competitive spirit of US Latino soccer fans while creating a fun, long-lasting exchange with Sprint.
Copa Airlines: Sube La Marea
Promoting Copa’s generous sponsorship of the Panamanian national football team amid the excitement of their first World Cup invitation, required a big, cultural display of patriotism. What bette...