Relationship marketing agency MicroMass Communications has employed digital printing technology in a personalized smoking-cessation program by GlaxoSmithKline to increase the level of customization in the program.
MicroMass, Cary, NC, worked with Global Soft Digital Solutions and with the support of Hewlett-Packard to introduce digital printing to Committed Quitters, a program begun by MicroMass for GlaxoSmithKline in 1996. The one-step digital printing process enables cost savings and customization of the programs based on each individual's gender, ethnicity and any other demographic data, according to MicroMass.
Committed Quitters supports GlaxoSmithKline's Nicorette and NicoDerm CQ over-the-counter brands. About 575,000 consumers have enrolled in Committed Quitters since its launch, and the program has resulted in a 350 percent increase in refill rates for the two products.
