A few weeks ago I was alerted through buzz-tracking site Boing Boing of a new Nintendo plug-in from Bayer called Didget, which helps encourage children with diabetes to build good blood glucose testing habits. It is an incredible example of meaningful marketing and I hope the first of many such examples in the healthcare industry.
While I’m not a child with diabetes, I know a little something about the disease through work with one of our clients, the Glucerna brand at Abbott Nutrition. Several years ago we helped launch a program called Diabetes Control for Life, which helps people manage their disease through better eating, exercise, and regular glucose monitoring. And I have learned how important regular blood glucose testing is for people with diabetes, as it helps people learn about how their body reacts to food and activity. I have actually pricked my finger a few times to test my blood—and I can tell you that it’s not fun for an adult, much less a child. So anything that makes it easier—and even fun—for children to manage their diabetes is a huge opportunity to improve lives through marketing.
Bayer created this program with the help of a parent, Paul Wessel, who noticed that while his son was constantly losing his glucose meter, he always had his Nintendo Game Boy close by. In its final product, Bayer has done a lot of things well. First, it has developed an add-on to an already very popular and widespread Nintendo DS game system. Nintendo was likely very helpful in the development, both because of the revenue upside and chance to do good work. Second, the company created new games that tie into the monitor and reward kids with virtual credits that can be redeemed at a personalized website online. I know my own kids have improved their math and language skills through the educational games we have bought them with similar benefits.
Bayer’s Didget tool lies somewhere between the definitions of “product” and “marketing.” It is a new device that sells for around $50 in the U.K. and comes from Bayer’s family of glucose testing devices (including the Contour brand). I consider the online site and digital prizes part of a meaningful marketing program, much like the Webkinz online experience that is unlocked by purchasing a stuffed animal.
It will be interesting to see if Bayer will quickly expand this program to the U.S. and other countries around the world. I would be interested to see the company commission and share research showing that this device is helping kids learn to test regularly. This could help drive other healthcare companies into a new way of encouraging education, testing, and treatment by making it more fun for children of all ages.
