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Connecting BRANDS with the DIABETES COMMUNITYvia trusted HEALTH CARE PROFESSIONALS
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• Our parent company, OmniChannel Health Media, is the largest diabetes publisher in the US.
• We have printed and distributed over 100 million diabetes magazines during the last 20+ years at retail pharmacy chains, including Walgreens Diabetes & You, the nation’s largest diabetes magazine.
• OmniChannel Health Media has won dozens of awards for editorial excellence.
• Diabetes Influencers has an excellent reputation in the diabetes community for educating millions of people with diabetes via print and digital media.
WHO WE ARE
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• Diabetes Influencers are health care providers (HCPs), primarily Certified Diabetes Educators (CDEs), who help people with diabetes learn how to manage their disease.
• CDEs typically interact with 30 or more patients each day.• Diabetes Influencers are also Registered Nurses, Nurse
Practitioners and Registered Dietitians who regularly see patients with diabetes.
• Our Diabetes Influencers Network includes major national, regional, state and local diabetes organizations, education programs and support groups.
• We update our network of OVER 15,000 HCPs on diabetes-related initiatives via email, our LinkedIn account (1,600+ followers) and our Twitter account (8,000+ followers).
WHAT ARE DIABETES INFLUENCERS?
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HOW DOES THE DIABETES INFLUENCERS NETWORK WORK?
Two-pronged approach to engage
and educate members of the
diabetes communityon your behalf
“BY GROUND” with GRASS ROOTS
DIABETES INFLUENCERS
“BY AIR” withONLINE DIABETES
INFLUENCERS
CASE STUDIES
DIABETES INFLUENCERS NETWORK IN ACTION
• We contact over 15,000 diabetes HCPs, as well as major diabetes centers and organizations, to let them know about Costco products, programs and services relevant to PWD.
• We promote all Costco programs online to HCPs and PWD via: ü CDiabetes.com, the Costco diabetes website.
Over 30,000 visitors per month, and a database of 12,000+ opt-in subscribers
ü CDiabetes.com Twitter account (7,000+ followers)
ü Diabetes Influencers Twitter account (8,000+ followers)
ü Diabetes Influencers Network LinkedIn account (1,600+ followers)
ü Posts about our diabetes initiatives on the Costco Facebook page (1 million+ fans)
FROM CDIABETES.COM: THE COSTCO DIABETES WEBSITE
CASE STUDY PART 1: REACHING PWD via HCPs
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DIABETES INFLUENCERS• Run healthy shopping tours at Costco to
help promote Costco diabetes-related products and services. See cdiabetes.com/shop
• Write articles about the tours that are shared on their blogs and social media.
• Use the customized "Costco Diabetes & Heart-Healthy Shopping Guide” to help educate PWD
• Promote these Costco diabetes-related programs and services to their patients and colleagues:✓Health screenings at Costco✓ The "Costco Diabetes & Heart-
Healthy Shopping Guide,” both the one page and full versions, online at cdiabetes.com/tour
#6#4#2
#5#3#1
VISIT CDIABETES.COMFOR A FREE COSTCO DIABETES & HEART-HEALTHY SHOPPING GUIDE!Below is a preview of the shopping guide. For the full version, please visit CDIABETES.COM
BEFORE YOU START STOP
STOP
USE THIS AS YOUR GUIDE FOR A HEALTHY SHOPPING TOUR AT COSTCO.
K n o w th e S er ving S ize.
Mind the total Calories.
Limit th ese Nutrients.
G eten o u gh fib er ,p r o tein, v itam ins an d m in erals.
STOP STOP
STOPSTOP
NOW START YOURCOSTCO HEALTHYSHOPPING TOUR!
@ CDIABETES.COM
Look at grams of Carbs.
UNDERSTAND THE NUTRITION FACTS LABEL
• Serving Size is the basis for all the information on the label.
• Choose items with less fat, cholesterol, sugar and sodium.
• Choose items with more fiber, vitamins A and C, calcium and iron.
THE PRODUCE SECTION: YOUR MEAL SUPERSTAR
• Fill your cart with a wide variety of colorful non-starchy vegetables, such as summer squash, peppers, carrots, broccoli, salad greens and other leafy green vegetables.
• Most non-starchy vegetables contain 5 grams or fewer of carbohydrates and 20 calories or fewer per serving.
• Starchy vegetables, like red potatoes, sweet potatoes and winter squash, can be used as nutrient-dense side dishes.
• Fruit is a great way to indulge a craving,offering fiber and a wide assortmentof vitamins and natural antioxidants.
CHOOSE HEALTHY KITCHEN & PANTRY STAPLES• 100% whole grain bread and crackers
and corn tortillas.• Bags and cans of beans and peas.• Whole grain pasta, barley, quinoa,
bulgur wheat and oats.• When choosing canned vegetables,
look for low sodium or no salt.• Extra virgin olive and canola oil—
liquid and spray.• Nuts & nut butters and seeds.• Flavored and unflavored bottled waters.• Other sugar-free drinks. • Sugar-free sweeteners.
GO TO CHOOSE HEALTHY DAIRY, EGGS, MEAT & SEAFOOD
• Low-fat or reduced-fat milk, cheese, cottage and ricotta cheese and Greek yogurt.
• Plain, unsweetened soy, almond and cashew milk.• Trans fat-free margarine and spreads.• Eggs for protein and other nutrients. • Lean beef and pork with “round” or “loin”
in the name.• Ground beef, chicken or turkey that is at least
90 percent lean.• Tofu and other soy-based meat substitutes.• At least 8 oz. of seafood (including fatty fish,
such as tuna or salmon) a few times per week for enough heart-healthy omega-3 fatty acids.
BLOOD GLUCOSE METERS:WHAT DO I NEED TO KNOW?• Is it accurate?• Is it easy to use?• Is it easy to carry?• Is the display screen large enough to
see my results?• Can I get a free meter?• Will insurance cover the meter and
test strips?• Can I get a coupon/discount
on test strips?• What will my total cost be each year?
VITAMINS & SUPPLEMENTS• Multivitamin and mineral supplements: These
can help you get vitamins and minerals youmay not get in your meals and snacks, such as vitamin B-complex, C, D3, E and magnesium.
• CoQ10 supplements: These are sometimes recommended for people who are taking statin medications.
• Fish oil capsules: Omega-3 fatty acids found in fish oil capsules might reduce your risk of heart disease.
• Meal replacements. When time is tight, consider diabetes nutrition shakes and bars. These may help minimize blood sugar spikes.
(Talk with your health care provider before making any changes to your healthy living routine.)
OTHER HEALTHY LIVING PRODUCTS AT COSTCO
• Oral care: Brush and floss your teeth every day to avoid tooth decay and prevent gum disease. Choose a toothbrush with soft bristles.
• Skin care: Look for mild lotions that add moisture, gently exfoliate, increase circulation and promote healing without heavy perfumes or alcohol.
• Fitness monitors: Costco sells a variety of heart rate monitors and activity monitors.
• Quit Smoking: Nicotine replacement therapy products may help you quit.
ONE PAGE DIABETES SHOPPING GUIDE @ CDIABETES.COM/TOUR
CASE STUDY PART 2: PROMOTION OF DIABETES & HEART HEALTH INITIATIVES
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DIABETES INFLUENCERS NETWORK IN ACTION
• Contacted over 10,000 diabetes HCPs, as well as major diabetes centers and organizations, to let them know about Albertsons/Safeway products, programs and services relevant to PWD.
• Promoted Eating Healthy with Diabetes store tour registration, and articles by Diabetes Influencers about the store tours on the homepage we created @ diabetesdigest.com/ehwd.
• Promoted programs regularly on:ü The Diabetes Influencers Twitter account
(8,000+ followers)ü Diabetes Influencers Network LinkedIn
account (1,600+ followers)
HOME PAGE FOR INFORMATION ABOUT EATING HEALTHY WITH DIABETES STORE TOURS
@ DIABETESDIGEST.COM/EHWD
CASE STUDY PART 1: PROMOTION OF DIABETES STORE TOURS & DIABETES-RELATED PRODUCTS AND SERVICES
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GRASS ROOTS DIABETES INFLUENCERS
• Encouraged patients, and participants in their diabetes education programs, to attend “Eating Healthy with Diabetes” (EHWD) store tours at Albertsons/Safeway.
• Reached out to colleagues, as well as other diabetes support groups and education programs, about EHWD.
ONLINE DIABETES INFLUENCERS• Wrote articles about the EHWD
store tours and diabetes programs at Albertsons/Safeway, and promoted them on their blogs and social media.
• Promoted EHWD to colleagues, health organizations, health support groups and other Diabetes Influencers.
BLOGS ABOUT EHWD STORE TOURS & HEALTHY PRODUCTS AT ALBERTSONS/SAFEWAY
@DIABETESDIGEST.COM/EHWD
CASE STUDY PART 2: PROMOTION OF DIABETES STORE TOURS & DIABETES-RELATED PRODUCTS AND SERVICES
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“OmniChannel Health Media has worked with Costco for nearly 20 years, helping us to educate and engage our customers with diabetes. They developed our cdiabetes.com diabetes website from scratch. The website provides great health content to our Costco customers with diabetes, and it is reviewed by their trusted editorial board. This site highlights the unique benefits of shopping at Costco for people with diabetes, including many articles about diabetes-friendly foods and pharmacy products (Rx and OTC).Overall, they have been an invaluable partner in helping Costco to increase its influence among people with diabetes.”
Michael Mastromonica, RPh.Assistant Vice President, Pharmacy ServicesCostco Pharmacy
“Working with Diabetes Influencers created a more widespread digital/social awareness of our diabetes program, and their ground-based networking helped create engagement, interest and participation with individuals, providers and institutions well beyond what we were able to do on our own.”
Ron Kaz, RPh.Director, Pharmacy MarketingAlbertsons Pharmacy
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TESTIMONIALS
FROM FORBES.COM 11
Our Costco and Albertsons initiatives are referenced on forbes.com.
Please see article excerpt by Dr. Bruce Lee, head of the
Global Obesity Prevention Center at Johns Hopkins
University.
IN THE PRESS
A TWO-STEP PARADIGM TO HELP BRANDS REACH THE DIABETES COMMUNITY AT RETAIL
• We are diabetes education AND marketing experts. We can help you run “DIABETES HEALTH PROFESSIONALS DAY” EXPOS at select retailers to help increase your brand presence in the diabetes community.
• Diabetes Influencers will encourage other HCPs to recommend your brand for their patients with diabetes.
• Our Diabetes Influencers Network will help you to promote the expos to health care providers in these areas.
• We will have HCP advocates for your pharmacy give diabetes store tours and presentations to their colleagues to help promote the benefits of your brand for their patients.
• Incentives for HCPs to attend include:ü free samples, vouchers and/or couponsü discounts or gift cards on healthy living productü the opportunity to give diabetes store tours to their patients ü a customized “diabetes and heart-healthy shopping guide”
sponsored by your brand, that they can share with their patients, similar to what we designed for Costco at cdiabetes.com/tour
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Diabetes Influencers will encourage other HCPs to
RECOMMEND YOUR BRAND
for their patients with diabetes
STEP 1: “DIABETES HEALTH PROFESSIONALS DAY” EXPOS
• HCPs who have attended Diabetes Health Professional days will be “certified” to give diabetes store tours to their patients with diabetes and prediabetes.
• In addition, several of our Diabetes Influencers who have strong followings online and on social media will run “diabetes store tours” at select retailers and write articles about the benefits of your brand for PWD. Go to cdiabetes.com/shop to see we are doing for Costco.
• Diabetes Influencers will promote the diabetes shopping tours and your customized “diabetes and heart-healthy shopping guide” on their blogs and social media, to get the word out to PWD and other HCPs.
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Once we help you CREATE HCP
ADVOCATES FOR YOUR BRAND
these advocates can help you reach
patients with diabetes in-store and online
STEP 2: WORK WITH HCP ADVOCATESTO HELP YOU REACH PATIENTS WITH DIABETES
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ADDITIONAL OPTION FOR REACHING DIABETES HCPs
In order to build an ongoing relationship
with the diabetes HCP community, consider
a program for Diabetes Healthcare Professionals
similar to our Twitter Chat Series with the Johnson & Johnson Diabetes Institute
DIABETESDIGEST.COM/TWITTER-CHAT-SERIES-FOR-HCPS
