Microlife
CASE STUDY
Client: Microlife Health Management
Campaign: Promoting easy-to-use home blood pressure monitors
Affecting around one in five people in the UK, high blood pressure can lead to an increased risk of stroke, heart attack and heart failure.
But because high blood pressure rarely produces any symptoms many people will go undiagnosed. Regular monitoring is the only certain way to know if you have high blood pressure.
For most people this will involve a visit to their GP or local hospital. However, more and more people are turning to home testing as a reliable and convenient alternative.
Microlife Health Management – a leading manufacturer and supplier of easy-to-use blood pressure monitors – wanted to promote awareness of the dangers of high blood pressure and the simplicity of home monitoring.
Objectives
· To reach a high number of potential sufferers of high blood pressure and to demonstrate the ease of use and availability of Microlife blood pressure monitors
· To build on Microlife’s association with high-street pharmacies, such as Lloyds pharmacy, UniChem and Vantage.
· To gain widespread media coverage
Strategy and plan
The ‘Railshow’ campaign centred on an exhibition/monitoring centre at major railway stations in England.
The campaign was launched at Brighton station at the beginning of September. Travellers were handed a Microlife newsletter highlighting the dangers of high blood pressure and the benefits of regular testing – using Microlife home monitors. Those that showed an interest where then offered an opportunity to have their blood pressure monitored by a trained nurse at a monitoring centre on the station concourse.
During the first day of the campaign more than 1,000 newsletters were handed out to train travellers and visitors to the station and nearly 150 people had their blood pressure monitored. A significant minority had higher than normal readings and were offered professional advice on what to do next.
The Brighton railshow received extensive media coverage thanks to a news release focussing on the link between commuting and high blood pressure with the headline, ‘Is commuting bad for your health’.
BBC South East News covered the event on its lunchtime bulletin, BBC South Today ran an extended piece on its lunchtime and evening news shows and the item was featured throughout the day on news bulletins on BBC Southern Counties Radio. The station also carried out a live interview with a representative from Microlife for the Bill Buckley lunchtime show.
Subsequent ‘railshows’ were held at Manchester, Leeds and London.
Media and evaluation
Media reach from the first railshow totalled around 1.3 million, with coverage stretching across southern England from Dorset to Essex.
The Microlife brand was given significant mention and the company’s association with home blood pressure monitoring was established.
Results
The event provided Microlife with significant exposure and highlighted the dangers associated with undetected high blood pressure.
Client: Microlife Health Management
Campaign: Promoting easy-to-use home blood pressure monitors
Affecting around one in five people in the UK, high blood pressure can lead to an increased risk of stroke, heart attack and heart failure.
But because high blood pressure rarely produces any symptoms many people will go undiagnosed. Regular monitoring is the only certain way to know if you have high blood pressure.
For most people this will involve a visit to their GP or local hospital. However, more and more people are turning to home testing as a reliable and convenient alternative.
Microlife Health Management – a leading manufacturer and supplier of easy-to-use blood pressure monitors – wanted to promote awareness of the dangers of high blood pressure and the simplicity of home monitoring.
Objectives
· To reach a high number of potential sufferers of high blood pressure and to demonstrate the ease of use and availability of Microlife blood pressure monitors
· To build on Microlife’s association with high-street pharmacies, such as Lloyds pharmacy, UniChem and Vantage.
· To gain widespread media coverage
Strategy and plan
The ‘Railshow’ campaign centred on an exhibition/monitoring centre at major railway stations in England.
The campaign was launched at Brighton station at the beginning of September. Travellers were handed a Microlife newsletter highlighting the dangers of high blood pressure and the benefits of regular testing – using Microlife home monitors. Those that showed an interest where then offered an opportunity to have their blood pressure monitored by a trained nurse at a monitoring centre on the station concourse.
During the first day of the campaign more than 1,000 newsletters were handed out to train travellers and visitors to the station and nearly 150 people had their blood pressure monitored. A significant minority had higher than normal readings and were offered professional advice on what to do next.
The Brighton railshow received extensive media coverage thanks to a news release focussing on the link between commuting and high blood pressure with the headline, ‘Is commuting bad for your health’.
BBC South East News covered the event on its lunchtime bulletin, BBC South Today ran an extended piece on its lunchtime and evening news shows and the item was featured throughout the day on news bulletins on BBC Southern Counties Radio. The station also carried out a live interview with a representative from Microlife for the Bill Buckley lunchtime show.
Subsequent ‘railshows’ were held at Manchester, Leeds and London.
Media and evaluation
Media reach from the first railshow totalled around 1.3 million, with coverage stretching across southern England from Dorset to Essex.
The Microlife brand was given significant mention and the company’s association with home blood pressure monitoring was established.
Results
The event provided Microlife with significant exposure and highlighted the dangers associated with undetected high blood pressure.