There is a Nintendo plug-in from Bayer called Didget, which helps encourage children with diabetes to build good blood glucose testing habits. The DIDGET meter from Bayer Diabetes Care links to the Nintendo DS consoles and is designed to help children with diabetes manage their condition by rewarding them for consistent testing and meeting personalized glucose target ranges.
It is the first of probably many more examples to come in the healthcare industry of creative and inspiring marketing with a purpose. This initiative has caught the attention of everyone in the pharmaceutical sector. There is no doubt that today it is more important for companies to get into “to the heart of the consumer”. Bayer successfully managed to do this by understanding the mind of a child and the fact the regular blood glucose testing although important is not fun for a child. The game attracts children and also at the same time manages to provide children with information that enables them to learn more about diabetes in general and the relationship between food, insulin, and blood glucose control. To sum up , there is an Entertainment Value, Target Market Engagement and Relevant Education. These 3 elements — Entertainment — Engagement — Education — are the Secret Sauce to build a strong campaign.
Definitely, it is a great case study for Indian healthcare companies and should help drive them into a new ways of encouraging education, testing, and treatment of conditions for all ages.
-Aman Gupta
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