Glucerna enjoys a significant advantage among medical channels due to Abbott’s leading professional image and strong recommendations from medical institutions. However, this clinical image has become a double-edged sword, affecting our relevance in people’s everyday lives, and creating a greater distance between diabetes patients and Glucerna compared to Quaker.
To bridge this gap and enhance our lifestyle relevance, we developed a smart solution to integrate all their complicated dining needs into an easy-prepared (small) lunch box.
This campaign ultimately boosted online sales by 38% and successfully reversed the sense of detachment associated with the professional image by enhancing the positive experiences of diabetic patients, bringing Glucerna closer to the patients.
