DRTV Sounds the Alarm for Medipendant
Medical alarm provider Medipendant is launching an integrated direct marketing campaign next month centering on cable DRTV spots.
Two-minute and 30-second spots on cable networks like Discovery, Hallmark and Lifetime will target an audience of men and women ages 45 to 60 who would consider purchasing the device for a loved one, says Howard Teicher, CEO of the King of Prussia, PA-based firm.
The spots will use both a toll-free telephone number and web address the company’s main URL (http://www.medipendant.com) as its response devices. Banner ads on websites appealing to the target demographic will also run during the campaign, slated to last about a year.
The DRTV spots, produced by Harrington Multi Media Marketing, will rely fairly heavily on product testimonials. The company is also in negotiations to line up a celebrity spokesperson.
Social media, including a Facebook page and a presence on YouTube, is being used to develop product awareness. Online videos offer product reviews and detailed instructions on how to use the Medipendant device, which is a monitored medical alarm hung on a necklace that allows the end user to speak and listen to an emergency operator. The device sells for $199.99.
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