Fit2Me. My plan. My Way.
Campaign details
Agency: MRM//McCANN EastClient: AstraZeneca Diabetes FranchiseCategory: Pharmaceutical / Healthcare
Executive summary
Type 2 diabetes patients are aware that they need to manage their condition but don't always find a one-size-fits-all approach helpful. To help build its relationship and leadership with 'type2ers', AstraZeneca wanted to help them to create bespoke management plans that would fit in with their lifestyles, emphasising diet and exercise as well as its diabetes portfolio. The Fit2Me campaign reached type 2 patients through multiple channels, including television and email. and resulted in 1.2 million visitors...