Creating a New Category
Lifestream Technologies
Lifestream was first-to-market in the development of a reliable, reuseable, home cholesterol monitor. The Idaho based company, hearing of our work in other new product/new category situations, retained Concentric to develop a plan to build consumer awareness of the category, points of distribution in the drug store industry, and overall sales.
Concentric developed a plan to reach important opinion leaders within the medical community AND at the closest point of contact in the drug channel (pharmacists). Concurrently, we tested and then launched a testimonial driven media plan to drive category and brand awareness, while demonstrating commitment to the trade.
Despite limited capitalization, Lifestream was able to secure distribution in six of the seven largest drug chains in the U.S. during our first twelve months working with the brand. One of these deals included a national commitment from Walgreens. In addition, consumer advertising and pharmacist education efforts resulted in a 132% increase in product sales.
