The Challenge:

  • Raise global awareness of Abbott Diabetes Care (ADC) and its support of Word Diabetes Day (WDD), particularly within diabetes communities.
  • Reinvigorate ADC employees, and align with the global WDD mission.
  • Make a difference in the lives of people who are affected by diabetes.

The Strategy:

  • Partnered with the International Diabetes Federation as an official World Diabetes Day Partner
  • Created a global steering committee to engage global affiliates, drive regional activities, provide regional representation, and facilitated the exchange of ideas.
  • Engaged employees through the development of a tool kit that supported local media activities, and increased the visibility of programs and internal awareness among ADC employees.

The Results:

Affiliates from more than 38 countries as far apart as Australia and Mexico supported the campaign by organizing local, national, and international events to mark the day. ADC events generated great global coverage of the day and ADC activities in local markets. Internal and external ADC communications were well placed relative to other official WDD Partners. Events and creative materials on campus received outstanding feedback from ADC associates.


The Challenge:

Young men living with hemophilia face the same social challenges of growing up as their peers. However, there are few resources available that discuss social topics relevant to teens and young adults with hemophilia — including potentially sensitive topics such as relationships, alcohol, and drugs. If young men do have someone to turn to about the disease, it is often a parent or a nurse, and they may be uncomfortable broaching sensitive topics such as these with them.

The Strategy:

  • To fill this information gap, and strengthen Bayer’s relationship with this difficult-to-reach population, Bayer created an editorial board of experts with members of the hemophilia community to guide the creation of two communications vehicles — an online magazine ( and an informational booklet.
  • These resources cover topics of interest to 18-to 24-year-old males and, secondarily, provide hemophilia-related health information in an age-appropriate manner.
  • Together, these communication vehicles provide much-needed information to help them cope with their condition and, in doing so, help them lead the lives they choose.

The Results: launched with great success. The booklet is available to Bayer global marketers for local adaptation/translation and distribution through hemophilia centers and patient advocacy groups. It was also translated into Spanish and distributed at the Hemophilia World Congress in Buenos Aires, Argentina.

Seeing the value to date, Bayer is continuing to utilize the editorial board to develop new ideas and novel concepts on how to reach this market segment.


Phone: 415-235-5031