The core challenge was two fold:

1. Increase awareness among people living with diabetes about the possibilities and benefits of Continuous Glucose Monitoring (CGM) as a modern solution to improve quality of life.
2. Reach a broader audience beyond existing patients, since diabetes is expected to affect a significantly larger part of the population in the near future. This meant Abbott’s message had to resonate not only with those already impacted, but also with the general public, caregivers, and healthcare professionals.

Abbott needed a communication strategy that balanced credible medical information with a human, relatable storytelling approach, while also ensuring measurable impact across the awareness and conversion funnel.

To address this challenge, we designed and executed a digital full-funnel strategy:

• Awareness Phase:
  We used high-impact video formatsacross social media and digital platforms to capture attention and build broad awareness of glucose monitoring as a solution. This included innovative content partnerships, such as the development of a video podcast seriesby the Belgian client team. This series allowed real patients and experts to share authentic stories, creating a human and emotional connection with the audience.
• Consideration & Conversion Phase:
  We activated search campaigns to ensure that people actively looking for diabetes information, glucose monitoring, or CGM solutions could easily find Abbott’s offering. Search allowed us to reach high-intent audiences and drive them directly to resources where they could learn more, connect with Abbott, or take action.
• Human-Centered Approach:
  By combining traditional digital formats with content that feels personal and authentic—such as podcasts amplified via social media—we helped Abbott stand out in a category often dominated by technical and clinical messaging. This blend created trust and positioned Abbott as a partner in people’s health journey.