Abbott: Ensure Diabetes Care’s methodical media strategy led to 400% increase in consideration share on Amazon

Abbott, a medical technology company, leveraged Amazon Search, Amazon Display and Amazon DSP to target its audience in India to reach and engage people who are diagnosed with diabetes and increase penetration and consumption.

Campaign details

Brand: AbbottAgency: StarcomRegion: APAC

Strategy

Objective

Objectives:

  1. Reach people who are diagnosed with diabetes and may or may not be looking for a solution and engage them with the brand – measuring engagement through Conversion/NTB(new customers) sales & GV(detail page-views) share.
  2. Increase penetration within this cohort – measuring penetration through Sales/SOV.
  3. Increase consumption by sustained usage of the product – measuring repeat sales.

Challenges:

  1. Many customers are sceptical about the effectiveness and safety of such products. People may be unaware of the potential benefits of dietary supplements such as EDC.
  2. The market for...

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