Objectives
To promote innovation during COVID-19, the campaign introduced two rapid diagnostic solutions.
By communicating these rapid diagnostic solutions for COVID-19 and flu during the pandemic, the campaign helped residences stay informed about useful tools to protect vulnerable populations.
FDM database
Strategy - 2022
Data processing
The record selection was carried out to identify the target audience for each campaign.
Telemarketing
Calling to introduce Abbott's diagnostic solutions for COVID-19 and flu.
Mailing
Nursing homes with more than 20 beds that accept receiving mailings.
Emailing
We're pleased to introduce ID NOW™ — a rapid, easy-to-use molecular test.
Results
This helps healthcare professionals make quicker decisions about patient care.
Conclusion
The campaign was carried out during the pandemic, providing timely access to diagnostic tools.
Nations
The campaign promoted rapid, accurate flu and COVID diagnostics, improving early detection, care for vulnerable groups, and advancing the goal of health and well-being for all.
The campaign promoted point-of-care testing, reducing unnecessary lab work, optimizing resources, and supporting more sustainable healthcare delivery.
The initiative united Abbott, health professionals, and care institutions, showing how cross-sector partnerships can drive shared health goals.
Data processing
The record selection was carried out to identify the target audience for the communication actions
Selection/Target
Telemarketing
Date
04/10/2022 - 19/12/2022
Objectives
Promote Abbott's rapid diagnostic tools by connecting with healthcare decision-makers to raise awareness and generate qualified leads.
Nursing homes
1. The calls were directed to the person responsible for purchasing diagnostic solutions.
2. If contact was made with reception, agents requested the decision-maker's name, position, and email for sending information in advance.
3. When speaking directly with the decision-maker, the call began with an introduction from FDM (Health Communication Agency), emphasizing the vulnerability of elderly patients to respiratory infections.
4. The agents presented Abbott's rapid antigen and molecular diagnostic tools for detecting flu and COVID, offering quick, bedside results with RT-PCR-like accuracy.
5. The call closed by collecting detailed contact and facility information and proposing a follow-up contact from an Abbott representative.
Private Clinics, Mutual Clinics, Hospitals
1. Calls introduced a new rapid molecular diagnostic instrument capable of detecting COVID-19, flu, and other tests in 13 minutes or less, with high sensitivity similar to RT-PCR systems.
2. The instrument was described as easy to use (no pipetting, intuitive) and unique in the market, offering flexible acquisition options based on reagent consumption or renting.
3. The conversation concluded by asking if the contact wanted further details from an Abbott delegate.
Data protection compliance was assured by informing the interlocutor that the call was recorded, and the handling of personal data was explained.
Reached 6,486 out of 9,022 contacts which is a strong 72% rate, well above the usual 55–65%. This helped significantly raise awareness of Abbott's diagnostic solutions among healthcare centers.
A key outcome was high data quality: in 31% of cases, agents captured the buyer's name and email.
| Collective | Emails | Lead Contact |
|---|---|---|
| Nursing home | 1.473 | 1.405 |
| Private Clinics | 736 | 832 |
| Mutual Clinics | 132 | 370 |
| Private Hospitals | 44 | 144 |
| Total | 2.385 | 2.751 |
What we send them
Abbot letter
Abbot card
Blank envelopes
Abbot letter
Abbot card
Blank envelopes
Target: Nursing homes with more than 20 beds that accept receiving information from Abbott
Emailing
Objective
Appointment for visits
We're pleased to introduce ID NOW™—a rapid, easy-to-use molecular platform for point-of-care diagnostics. With overlapping symptoms across COVID-19, flu and other respiratory illnesses, accurate testing is more important than ever. Using proven isothermal NAAT technology, ID NOW™ delivers reliable, lab-quality results in minutes—similar to RT-PCR, but faster and more convenient.
1. Intuitive, color-coded workflow
2. No manual pipetting
3. Minimal sample handling
This helps healthcare professionals make quicker decisions and improve patient care.
Results
We're pleased to introduce ID NOW™—a rapid, easy-to-use molecular platform for point-of-care diagnostics. With overlapping symptoms across COVID-19, flu and other respiratory illnesses, accurate testing is more important than ever. Using proven isothermal NAAT technology, ID NOW™ delivers reliable, lab-quality results in minutes—similar to RT-PCR, but faster and more convenient.
1. Intuitive, color-coded workflow
2. No manual pipetting
3. Minimal sample handling
This helps healthcare professionals make quicker decisions and improve patient care.
Results
Results
Conclusion
Relevance in a Critical Context
The campaign was carried out during the pandemic, providing essential diagnostic solutions to hospitals, clinics, mutual insurance organizations and nursing homes, reinforcing Abbott's role as a trusted healthcare partner.
Excellent Engagement Rate
A 72% contact rate (6,486 of 9,022 records) significantly outperformed industry benchmarks (55–65%), validating the effectiveness of the message and targeting strategy.
Successful Multi-Channel Approach
The integrated use of telemarketing, direct mailings and emailings ensured broad and repeated exposure to our target audience.
Lead Qualification & Data Enrichment
31% of contacts were qualified, with key decision-maker names and emails captured, improving the quality of our database for future campaigns.
Lead Conversion into Sales Opportunities
The campaign generated 217 direct visits for Abbott's sales team, transforming marketing engagement into actionable commercial opportunities.
