The “Am I ready to Pump” microsite is meant to inform people suffering from diabetes about the benefits of insulin pump therapy as compared to ICT therapy (insulin delivery by pen or injection) and to help them decide whether insulin pump therapy is an option for them. The user is in the foreground as opposed to products and solutions. The communication campaign is to help people make a decision for their therapy in a playful and intuitive way.

The microsite was marketed across different media channels, among them classical media such as flyers and newsletters, but the focus was on digital communication, in social networks and as display campaigns on diabetes or healthcare websites.

The campaign was realized in Australia in the first place and has since been rolled out in various countries across the globe. Further adaptations are planned.

Best indicator for the campaign’s success is the significant rise in demand for the Accu-Chek Combo insulin pump system reported by the customer service.

The campaign offers a live experience of the Accu-Chek claim “Experience what’s possible”. It invites to actively deal with diabetes and offers the possibility to gather information in a playful way. The customer is supposed to see the Accu-Chek brand as a partner who understands the challenges of his daily life, offers practical solutions and points out opportunities.

The campaign has been rolled out in 8 countries so far. For example Germany:

June 2012: Launch on Accu-Chek.de

June/July 2012:

Dialog marketing (multiple newsletters to existing customers and experts)

Postings over Social Web (Facebook, Twitter, Google+). Integration of app on Accu-Chek Germany’s Facebook page

June through November 2012:

Digital and classical ad campaigns (diabetes journals, websites, forums)

Posters and flyers at diabetes consumer fairs (e.g. Diabetestour in November 2012)

GER: integration into the new Accu-Chek "World of insulin pump therapy"

One year after the campaign was launched in summer 2012 the site has had more than 15,000

unique visitors in Germany alone. This is quite a lot for the small audience of patients with

Insulin therapy.

The site's users represent a good part of all the new visitors to the global Accu-Chek website

(38.25 %) and stand out because of their high involvement (Average visit duration on site: 8

minutes, average number of pageviews: 9.92) The best indicator for the campaign's success is the growing demand for the Accu-Chek Combo system in the customer care centre . as well as a rise in sales figures.