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Certification Board for Diabetes Care and Education (CBDCE)

What

CBDCE was expanding their target audience to reach the Type 2 diabetic population and wanted to bring awareness of  the important role and value that diabetes care and education specialists can play in the lives of people with diabetes.

Our research uncovered key insights including that most people with Type 2 Diabetes are getting treatment, not education from Competitors and Primary Care Physicians and that when they are diagnosed with diabetes they are overwhelmed and often don’t know they can have a guide to help them. In addition, studies have shown that just 10 hours of education can improve outcomes for patients.

A recent study reported that out of 118 unique interventions (education, coaching, social support), 61.9% report significant changes in A1C

 Contact hours ≥10 were associated with a greater proportion of interventions with significant (70.3%) reduction in A1C.

Based on this knowledge, CBDCE and Willow collaborated on concepting and executing a digital campaign aimed at helping individuals with diabetes educate themselves and find a certified CDCES.

Marketing objectives this project supported:

  • Generate awareness of CBDCE as a leader in the diabetes education space
  • Increase understanding of the educational opportunities available for those with Type 2 diabetes
  • Educate on the benefits of partnering with a CDCES certified diabetes care and education specialist
  • Drive traffic to the CDCES locator page to search for a CDCES

How

Two creative directions were provided. The first capitalized on informing those diagnosed with diabetes that 10 hours with a certified diabetes care and education specialist could help quickly take control of their new normal.

The second concept, which was ultimately launched, focused on how the path to understanding was by working with a specialist that could help them transform confusion into clarity.

Results

  • The site witnessed a surge in users with an 18.7% increase in site visitors compared to the four months prior* totaling 57,623 users.
  • There was a 1,423% increase in traffic to the Living with Diabetes landing page with 6,299 new users 
  • The click thru rate for the duration of the campaign was above the benchmark of 10% signifying the creative resonated with our target audience
  • Facebook, healthcentral.com (resource for creating a healthy life) and omnipod.com (tubeless automated insulin delivery) were top referring sites to the Living with Diabetes landing page 
  • During the campaign 764 users started the Value of a CDCES video with almost 25% spending a minute or longer watching. 182 users watched the full 2:00 video showing a high level of engagement with the content and interest in the topic.