Diabetes UK launches digital direct campaign to boost profile

by Nikki Sandison, Brand Republic 28-Feb-08, 12:00

LONDON - Diabetes UK has produced a direct mail postcard accompanied by a CD to raise the profile of its work among healthcare professionals.

The charity is sending out 20,000 CD postcards to healthcare professionals across the UK, in preparation for the March 2008 Diabetes UK annual professional conference.

The card, created by digital publisher Serious, acts as a digital introduction to the charity's services and educational tools, and encourages people working in diabetes to sign up to the professional membership programme.

The postcard CD, which drives users to the Diabetes UK website, includes a "join us today" membership sign-up link and multiple click-through links. It also outlines membership benefits and includes a promotional conference video/soundtrack and exclusive downloads.

Joe Chown, professional membership manager for Diabetes UK, said: "The Serious card enables us to promote the individual membership benefits, as well as draw attention to the important work we do on behalf of the professionals working in the field of diabetes.

"The user can access content that is of direct relevance to their professional discipline, allowing us to target messages to segmented audiences through one campaign."

James Marks, senior account manager for Serious Europe, said: "The card delivers a direct-digital platform with key tracking analysis. Furthermore, the card generates revenue, while helping the organisation to reduce its operational costs and carbon footprint."