Bayer Diabetes Care
DIDGET™ is the first and only blood glucose monitoring system that connects directly to Nintendo DS™ and Nintendo DS™ Lite gaming systems. It is designed to help children aged 8-14 monitor their diabetes by rewarding them for consistent testing habits.
MSL drove healthcare professional and consumer interest through a multi layered media outreach using a key opinion leader and strong children’s case studies to reinforce the importance of regular testing leading to sales of the meter and Bayer’s accompanying Contour Test Strips.
Pre-launch activity generated impression figures of nearly 3m through online sites such as the Mirror, med Gadget, Technews and Endocrinology Update.
Launch coverage was extensive and included Daily Mail, The Sun, a host of regionals, Pharmaceutical Journal, Diabetes UK Online. Total impressions for launch reached 35m.