Building a CRM Strategy For Abbott Freestyle Libre Customers

THE BRIEF

Build a CRM mailer campaign targeting diverse audience segments at various stages of their FreeStyle Libre journey:

Acquisition: Introduce new users to the FreeStyle Libre sensor.
Onboarding: Guide first-time users on effective usage.
Retention: Re-engage users who have occasionally used the sensor.
Winback: Reconnect with users who haven’t used the sensor in a while.

INSIGHT

Different users have unique needs and concerns based on their position in the journey:

New users required awareness of product features and ease of use.
Onboarding users needed reassurance and guidance to maximize product benefits.
Occasional users needed reminders of the advantages of regular usage.
Former users needed compelling reasons to return, such as clinical benefits and long-term impact.

STRATEGY

We aimed to create tailored communication to address user pain points by understanding their journey and specific concerns about diabetes management.
The content should focus on demonstrating the product's ease of use, real-time glucose monitoring, clinical advantages, and long-term health benefits.
To build trust, we aimed at incorporating user testimonials and real-life success stories.
For clear call to action, the mailers were to have easily accessible resources such as clickable videos and app download links.

EXECUTION

The campaign focused on personalized and motivational tones to inspire health ownership.

Created unique mailer content for each segment:

Acquisition: Focused on the ease of use and innovative technology.
Onboarding: Highlighted the simplicity of sharing data with family and doctors.
Retention: Presented real-life examples and benefits of consistent use.
Win back: Emphasized the latest features and benefits missed by not using the product.

This holistic execution approach ensured that each user segment felt personally addressed and supported, increasing overall campaign effectiveness and user re-engagement.

Building a CRM Strategy For Abbott Freestyle Libre Customers

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