Medical Alert Direct Response Via TV
Although it’s one of the veteran companies in its category, Medical Alert had never used direct-response television advertising before choosing Kre8 Media Inc. as its new agency. Medical Alert’s new TV campaign from Kre8 Media debuted in August and new leads and orders have spiked.Medical Alert’s in-home personal alarm system lets people who are experiencing a medical emergency summon help by pushing a button on a wristband or pendant.
The campaign from Kre8 Media is aimed both at senior citizens who live by themselves and the people who care for them. This represents a combined audience in excess of 10 million people. Previously, Medical Alert, a unit of Connect America, had relied on print and online advertising.
Kre8 is using two of its trademark tactics to increase Medical Alert’s market share: telephone numbers that are unique to the networks on which the commercials run and the single Internet URL use www.medicalalert.com. Much of Kre8’s growth and success since its founding is the result of its ability to track Internet responses to the commercials that generated the responses with the aid of sophisticated metrics and modeling.
“Medical Alert is a natural for direct-response TV advertising,” said T. Lee Cutler, founder and president of Kre8 Media. “Their dual audience now has two ways of responding to the company’s offer: an 800 number for the seniors and an Internet address for their younger caregivers. Using this new approach, we’ve already seen an increase at this early stage in the TV campaign.” Kre8 Media’s DRTV Buying tactics have proven to be extremely effective.
