Headerbild mit Collage aus Inhalten der #meinbuntesleben Content Marketing Plattform

#meinbuntesleben
Content Engagement Platform

Blood glucose meters, insulin pumps, diabetes management systems and digital services are all part of how the Accu-Chek brand (from Roche Diabetes Care) empowers people with diabetes to manage their diabetes therapy while living a full life. The challenge for 2016: to continue the colorful and lively communication of the brand, filling it with new content and life. The platform needed to contribute to the content marketing approach anchored in the digital strategy. The goal: To motivate people with diabetes to lead an active life on their own terms.
Facts and figures

Client:
Roche Diabetes Care

Branch:
Healthcare

In 5 words:
Strategy
Concept
Content marketing
Design
Social Media

Awards:
Vision.A Award in Gold 2017
FOX Award in Gold 2016

Ansicht der #meinbuntesleben Content Marketing Plattform Ansicht der #meinbuntesleben Content Marketing Plattform
Our insight: People love stories. They entertain, surprise, and inspire us. What could be better than giving people the opportunity to share their own stories with others, to find new inspiration and motivation?
Mitmachmodule #meinbuntesleben Content Engagement Platform Mitmachmodule #meinbuntesleben Content Engagement Platform
Smartphone mit #meinbuntesleben Suchergebnisseite Smartphone mit #meinbuntesleben Suchergebnisseite
Laptop mit #meinbuntesleben Plattform Laptop mit #meinbuntesleben Plattform
cyperfection developed the #meinbuntesleben Diabetes Community - a content marketing platform with valuable background knowledge, tips, reports and services related to living with diabetes. The platform offers interactive modules, comment and sharing functions, and gives people with diabetes a digital space to exchange ideas on topics that move them in their everyday lives.
#community
Laptop mit #meinbuntesleben Contentseite
#meinbuntesleben Community auf Laptop
#lernportal
Laptopansicht #meinlernportal
Interaktives #lernportal
The launch was supported by a cross-channel campaign: The touchpoints ranged from classic communication such as print ads in diabetes magazines to campaigns at POS in doctor's offices and pharmacies as well as give-aways. The community was also promoted via Facebook ads, online banners and Google Adwords.
Print-Anzeige #meinbuntesleben Print-Anzeige #meinbuntesleben
As part of a holistic content marketing strategy, the communication on Facebook and Twitter is closely linked to the editorial plan. Editorial support and community management were also run by cyperfection.
The project in detail

Persuasive communication
As a producer of glucose meters, insulin pumps, diabetes management systems and services, the diabetes care brand Accu‑Chek has been dedicated to helping people with diabetes to lead an almost normal and active life.

Here, the many – very often digital – services that support diabetes patients in coping with their condition through their daily lives play an ever more important role.

The Challenge – The Briefing
To consistently continue the colorful and life-affirming communication of the diabetes care brand Accu‑Chek and fill it with new life and content. The 2016 campaign was designed to contribute to the content marketing approach fixed in the digital strategy. Goal is to motivate diabetes patients to lead an active and independent life.

 The Goals

  • Boost brand loyalty
  • Increase market awareness
  • Strengthen the brand image of Accu-Chek with end consumers and medical professionals (innovative, modern – but reliable and steeped in tradition)

The Target Group
Type-1 and Type-2 diabetes patients of all ages and their relatives, as well as health care professionals (diabetes counselors, medical professionals)

The Insight
People love stories. Stories entertain, surprise and inspire us. They evoke emotions and allow us to venture a look beyond the horizon. So what is more natural than to give people the opportunity to share their stories with others and receive new inspiration and motivation again and again?

Content is King
cyperfection developed the #meinbuntesleben Diabetes Community – a content marketing platform with a valuable and deep reservoir of knowledge, tips, personal accounts and services revolving around life with diabetes. The platform offers shared activity modules, comment and share functions and gives people with diabetes a digital space where they can talk about all the things they have to deal with in their daily lives.

Here the brand’s communication is a bit on the cheeky side, colorful and always tongue-in-cheek. Headlines that are on point and short catchy copy will sway the reader to browse the website and have fun exploring everyday topics.

Stories from other diabetes patients and diabetes experts are particular interest. Plus, diabetes bloggers share their knowledge and experiences with the community in guest articles.

All stakeholder are on board
Here, the end consumer communication meshes closely with the campaign aimed at professionals (target group: diabetes counselors and medical professionals): in #meinlernportal professionals are presented with topics tailored to their needs and given the chance to contribute their own stories and tips from their every day work directly to the community.

Further steps, such as offline materials and appropriate giveaways, will complete the integrated marketing approach and support the sales reps in the field in an optimal way.

Integrated marketing with a focus on social media
The measures of the cross-media campaign range from classic channels of communication, such as print ads in diabetes magazines, to sales drives at the POS in doctor’s offices and pharmacies, to giveaways and finally all the way to advertising activities such as Facebook ads, online banners and Google adwords.

Beyond that, and in the context of a comprehensive content marketing strategy, content from social media communication on Facebook and Twitter is customized to mesh with the editorial plan which offers optimal synergy effects between all platforms. cyperfection also provides editorial assistance and community management.

Our services
As the lead agency of Roche Diabetes Care we provide:

  • Development of a user-oriented digital strategy
  • Development of central brand messages
  • Communication strategy and concept
  • Claims / Key-visual development
  • Creation
  • Responsive web design
  • Video concepts and implementation
  • Content production (copy und visuals)
  • Technical implementation
  • Process definition
  • Marketing concept & strategy
  • Implementation of marketing measures