Healthcare media firm LifeMed Marketing began its first direct mail campaign this month, a co-op package sent to 2.5 million diabetics.
The mailing is an extension of the dLife media network, which also includes informational radio broadcasts, a Web site (www.dLife.com), and dLife TV, a television show focusing on diabetes information and people with the disease. Other distance and retail programs also are in place.
The multichannel approach allows each medium to promote the others. For instance, the mailing encourages recipients to go to the Web site and register for a sweepstakes. First prize is a trip to New York to view a taping of dLife TV, which will debut March 20 on CNBC.
Network
