Liberty Medical Taps Rapp Collins

Share this content:
Liberty Medical Supply Inc., a direct-to-consumer Medicare provider of diabetes testing supplies, medicine and management products, named Rapp Collins Worldwide, New York, to run a direct response television ad campaign, among other direct marketing efforts.

The agency's direct work will support Liberty Medical's current TV ads featuring actor Wilford Brimley. It also is charged with conducting a market evaluation and developing a plan to expand the client's diabetes market segments.

As support, Rapp Collins will use fellow Omnicom Group Inc. shops OMD for media services and Porter Novelli North America for public relations work on the account. Spend on direct marketing was not disclosed. But Liberty Medical has a total marketing budget of $55 million.

Founded in 1989, Liberty Medical was bought seven years later by PolyMedica Corp., a medical products and services company.

Appointing a new direct marketing agency along with PR support is meant to achieve two objectives for Liberty Medical. One is to target its current customer base of Medicare seniors with a new DRTV spot. The other is to extend its marketing footprint to diabetes patients in other market segments.

In the past 15 years, Liberty Medical has home-delivered health products to more than 1 million customers.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above