PolyMedica extends patient outreach, promotes services

Tuesday, January 31, 2006

WOBURN, Mass. - PolyMedica Corporation has partnered with the advertising and public relations firm Mullen in an effort to boost outreach to its 850,000 diabetic patients. Mullen, headquartered in Wenham, Mass., will create marketing and communications to support the PolyMedica companies, including Liberty Healthcare and National Diabetic Pharmacies. The goal: To develop long-term customer acquisition and relationship programs that promote a growing line of healthcare products and services. The campaign includes media strategy, planning and buying for direct mail and online marketing, and public relations. PolyMedica provides testing supplies and related products and offers a mail-order pharmacy. The direct-to-consumer marketing model for medical supplies and services is nothing new to diabetes giant Liberty Medical. Liberty's television commercials feature actors Wilford Brimley, Delta Burke, Nicole Johnson, Edward James Olmos and Mr. Food (Art Ginsburg).