Case Study: Encouraging the Switch From Sugar to No-Cal Sweeteners
Three years of coordinated outreach programs reaching more than 3.5 million targeted consumers through 40K health professionals.
The Goal
Encourage people with diabetes to switch from sugar to no-calorie sweeteners
Provide diabetes professionals with the educational materials and samples they need to drive recommendations of the sponsoring brand
Drive increased sales of the sponsoring brand due to portfolio breadth, suitability for diabetes patients, and professional recommendations
Reaching the Right Professional With the Right Message
Targeted outreach waves, including one to 9,000+ diabetes professionals with educational sample kits reach nearly 1MM consumers in a single wave
Sampling across the portfolio to drive patient engagement and reinforce portfolio breadth and suitability
Educational materials focused on practical information and suggestions for switching from sugar to no-calorie sweeteners
Research with professionals and consumers to measure the impact of the program
Targeting
Customized kits for both primary care professionals (MDs, RNs, NPs, PAs) and nutrition professionals (RDs, RDNs, LDNs, CDEs)
High-prescribers of diabetes medications
Professionals regularly counseling patients managing or at risk for type 2 diabetes
Content & Creative
Results
High perceived value of materials among professionals and consumers
Overwhelming agreement with key marketing messages
Increased likelihood of recommending the brand
90%+ of consumers sampled intend to purchase the brand
Time to See What Pulse Can Do For You
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