WHAT’S UP?

MARKETING CAMPAIGN FOR

ACCU-CHEK INSTANT
The Strategic Importance of the
Accu-Chek Instant Launch

Price erosion: BGM market: Portfolio

Transition:
able Demand: ISO
Constant : Worldwide
ial Vulner Exceed
GEN III Potent Successor
during of &Better
link to
decline strip
low costof shrink
markeof
t ion lue
HF
largest
transit accuracy
HE va
ASPs 3CAGR
billon C installed base

Accu-Chek Instant: Cost-effective treatment with

the highest standards of accuracy

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 All Channels Tender

Accu-Chek Instant is our primary Accu-Chek Instant S is our

product. It is a short or midterm primary tender solution
successor to Accu-Chek Aviva/ which competes on price.
Performa/ Nano. Longer term it can
replace Accu-Chek Active.

3 I APAC
| I Accu-Chek Instant I Sept 2018 www.accu-chek.com ©
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MARKETING OBJECTIVE & KEY
PRIORITIES
Own

EFFORTLES
S Testing
• Increase Share & Test Frequency
• Generate Excitement with
Disruptive Marketing
• Build Competitive Brand Barriers
 Our Mascot Dot Brings EFFORTLESS to Life!

Hi , my name is Dotty
I carry the 3 colors of our
differentiating Target
Range Indicator (TRI)!
I will bring more emotions
into your campaign .

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Positions These are my alter egos that
help explain the TRI

In Range

Low

High
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Core Campaign Concept

Headline:
Clever ideas can be so simple
Sub-line:
The Accu-Chek Instant system
- Your effortless choice
Copy/RTB:
 Simple preparation
 Instant clarity
 Effortless synchronization
Closing/call to action:
Be clever. Choose effortless.

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Campaign Overview

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 Extension Campaign Coming Soon
Will strengthen & expand EFFORTLESS value

The new materials will strengthen the meter’s effortless positioning &
perceived value, as it helps to overcome potential adoption barriers
 Help to counter barriers & support portfolio transitions (acquisition /
switching)
 Increase the Target Range Indicator’s (TRI) value via simplification and
contextualization (clinical value). Leverage Dot as an emotional, fun mascot.
 Bridge to EFFORTLESS CONNECTIVITY via the mySugr app (DM value)

Available by: Q4 2018

DM = Diabetes Management
All materials are for example only
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Contact for Accu-Chek Instant

Amy Stanley
Product Development / Pre-Launch
Products

Kathryne Riha
Marketing Strategy, Tactics and
Marketing Launch Support

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