LifeFone makes good call with ARM

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LifeFone signed Advanced Results Marketing recently to drive a national consumer direct response television campaign for its core product, an emergency response system for senior citizens.

The contract was awarded after a two-week test on national cable with Advanced Results. The campaign will see minor adjustments based on results of the test run.

"We target more to the caregiver than the senior themselves ... that's the challenge," said Inna Shifrin, junior account executive at Advanced Results, Marlboro, MA. "It's typically not the senior themselves that is making the purchase."

Advanced Results provides TV spot creation, media planning and buying, customer service and fulfillment for LifeFone, White Plains, NY.

The creative made an emotional call to the children of senior citizens, paralleling the care a parent gives a child with the care a child wants to provide an aging parent. The 30-second spot then demonstrates how a LifeFone pendant automatically calls the LifeFone Emergency Response Center. From there, the subscriber's designated doctor, hospital and EMT as well as family and friends are notified of the emergency.

LifeFone (www.lifefone.com) is sold in the United States and Canada. Buyers were slightly younger than anticipated. This may result in more ad buys on entertainment channels for the next campaign. Also under discussion is buying more weekend spots.

Advanced Results also works with Diabetes Care Club, Dental Plans.com and Diabetics Supply Co. This is the first partnership between LifeFone and Advanced Results.

The direct response agency has a database of results from past campaigns on various networks, and those are compared with syndicated research before deciding ad buy and predicting results of a new campaign.

These numbers also benefit the call centers, which can anticipate high-volume times and schedule extra staff. Such information helped the test campaign succeed, according to Advanced Results.

"We had a nice selection of networks in the initial test based on information from our database," said Rosemary Petta, an account manager who heads the LifeFone campaign.

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