Accu-chek Brief

Client Accu-chek Glucose meter (Compact Plus)

Account Planner: Shannon Graham

Background: Persons who use Accu-chek Glucose have been diagnosed with Diabetes which is when your body is unable to produce enough insulin which leads to a high amount of glucose (which is a living cell in the body that gives you energy) in the blood and urine.

There are two forms of Diabetes, Type 1 and Type 2. With Type 1 Diabetes the body is insulin-dependent (also called juvenile diabetes) it occurs when the pancreas is unable to produce enough insulin to properly control blood sugar levels.

Symptoms

• Abdominal pain
• Fatigue (tiredness)
• Being highly thirsty
• Urinating constantly
• Nausea and Vomiting
• Weight loss even though appetite has increased

Treatments

Since Type 1 diabetes can come on suddenly, patients who are recently diagnosed may be hospitalized to make sure the symptoms don’t worsen. To assure to remain healthy here are some options to consider

Self-testing of blood glucose levels

• Education about diabetes
• Exercise
• Foot care
• Insulin use
• Meal planning and weight control

Type 2 Diabetes: Non-insulin dependent diabetes (Adult-onset)

Type 2 a more mild form of diabetes, in which the person has been diagnosed but isn’t showing high symptoms of the diabetes. The pancreas can still produce insulin but the concern of the diabetes worsening is still apparent.

Target: Are persons who have diabetes and want to live normal lives but have to maintain their health to reduce the symptoms of such complications such as, heart disease and kidney disease which diabetes can cause because of blood vessel damage. Which can be sometimes reduced with daily exercise, a healthy diet subtracting sugars, and checking one’s blood sugar (Glucose level), and taking the right amount of insulin to balance the lack of insulin the body is producing. One wants to feel in control of their health and doesn’t want others to treat them as needy. They understand what they are going through and want to be able to take care of them selves. With their striving independence, they want a product that keeps them feeling confident and secure with their health. So when a vulnerable moment occurs they will be the one in control.

Objective: Introduce Accu-chek as the dependence breaker for persons with diabetes who are striving to take care of themselves. The meter is simple to learn and results are given in seconds. The target is tired of hearing about their health and wants to take care of them selves. They know what they are going through, they live with it everyday. So we want the campaign to be relatable, something they can agree with. Like we’re going through the same thing. It’s a serious topic but it doesn’t need to be portrayed so deep. With Acc-chek they can feel confident and relaxed that they can go on with their day without worrying about their blood sugar. A lighthearted approach to a heavyset topic.