BBI Healthcare
SimpLance Launch

In August 2011 BBI Healthcare launched a new product to the diabetes glucose monitoring market called SimpLance. SimpLance introduced a new concept to the diabetes market in that its lancing device was pre-filled with 20 lancets instead of single lancets, thus providing patients with four to five days supply.

BBI Healthcare approached Guerilla to assist them with a bilateral strategy targeting healthcare professionals to recommend the product to their patients and secondly directly to the consumer to create demand for the product.

Due to the numerous benefits of the product and also the unique and simple to use design of the device, Guerilla focused the creative strategy on the product itself, using the proposition line of ‘All round peace of mind’. The creative was successfully implemented onto a direct mailer that was sent to healthcare professionals as well as press adverts in the key trade press publications. The strategy also involved a series of consumer-facing press adverts segmenting the benefits of the product into a series of adverts that could be used individually or concurrently.