eBlast
Abbott Diagnostics - The Global 'Labs Are Vital' Campaign
www.labsarevital.com
Project:
Labs Are Vital™ is a worldwide campaign launched in 2006 by Abbott Diagnostics Division out of Illinois USA. On behalf of Chicago-based partners, Integrated Marketing Solutions, NetDyalog has produced monthly eBlasts reaching out to audiences in the USA and across Europe to raise the profile of laboratory technicians, or laboratorians, as a vital service in the health service industry.
Process:
NetDyaLog hosts US and International databases for Abbott Diagnostics on their secure servers. On receipt of new texts, test mailings are run on behalf of Abbott and their partners. Then, on release, NetDyaLog sends out both HTML and text mailings to a worldwide audience. Reports on who is reading which article is provided “live” back to US headquarters in Abbott Park.
Key observations:
After successfully launching in the USA, Abbott has applied the same model to launch similar campaigns in the UK, the Netherlands and Italy. The platform has also been used to carry out market research. The eBlast mechanism was used to invite Labs Are Vital™ members to visit a web site hosting key questions relating to the lab workforce.
Conclusions
Using eBlasts has enabled Abbott to reach many thousands of laboratory scientists to create an on-line community to spotlight the value of laboratory professionals, providing a forum for discussion and sharing of ideas to foster positive change in the industry.