Content Marketing
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- Winning Category: Content Marketing
- Campaign: Asante SNAP Vpak Video In Print Brochure
- Client: Asante SNAP
- Technology Partner: Vpak Media
The Lowdown: The Asante SNAP insulin pump was developed to provide a simpler option that made set-up and management on insulin delivery easier and to give people with diabetes “Less prep time. More life time.”
The challenge Asante marketers faced was in making sure the Asante SNAP story stood out by communicating the pump’s innovative features to patients who already had to hold so much life-saving information in their heads, and were only familiar with standard pumps – if they were familiar with pumps at all.
The Asante team was looking for way to communicate this information to patients without physicians or CDEs present to walk them through the information. The smaller, start-up Asante also needed to accomplish this awareness and education initiative in a smart, cost effective manner.
The team partnered with Vpak media, whose Vpak Video-In-Print brochures are self-contained personal High Definition LCD screens designed to eliminate obstacles to consuming video content. Video content automatically begins upon opening the brochure and the user interface allows patients to select the information of most interest to them.
In addition to six demonstration/comparative videos, the Asante SNAP Vpak brochure contained a 28-page printed brochure for patients to explore feature-rich content. The cover features a “lenticular lens” effect, highlighting the average time savings a patient can expect when utilizing the Asante Snap pump versus competitive brands. As the patient shifts the angle of the brochure, the timer shifts from 8:57 to 0:00 minutes, reinforcing the nearly nine-minute weekly time savings the Asante SNAP pump delivers, and again reinforcing time savings and balance in their lives.
To encourage action, a simple patient information form was included with the brochure. When completed and faxed along with a prescription from the patients’ health care professional, the Asante customer team begins the process of coordinating insurance benefits and delivering the Asante pump.
The Vpak Brochure has been redistributed six times, totaling 20,000 video brochures, and sales figures indicate that in offices where the Asante Vpak Video Brochure were distributed, patient requests for the pump far exceeded requests from offices that did not receive these video brochures.