Fit2Me. My plan. My Way.

This case study demonstrates how AstraZeneca, the pharmaceutical company, created awareness of its diabetes treatment portfolio in the US by helping patients develop custom-fit plans to manage their illness.

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...

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