Hollister

Hollister
Creating a new approach to direct patient marketing

Challenge
To develop a new promotional vehicle to allow Hollister to market Ostomy products directly to stoma patients.

Response
When patients are prescribed an Ostomy product to manage their stoma, they then rarely change their prescription, or review the options available to them despite sometimes not being satisfied with their original products. Quadrant worked closely with Hollister's marketing team to create a brand (My Day Away) and a concept that would allow Hollister direct contact with stoma patients. A series of free days out were devised (a visit to a zoo, gardens or a tea dance) and patients were invited with the aid of patient associations via a direct mail campaign and on-line promotions.

The patients had a free day out and Hollister had an opportunity to showcase its products and offer free samples. Quadrant developed the name and branding for the initiative and built a web site to manage all on-line registrations and capturing of patient details for future mailing programmes.

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