Client: Allergy Insider
Healthcare Marketing | Diagnostics | Patient Education
About
Raising awareness about the link between asthma and allergies isn't just good communication—it's a clinical imperative. A major healthcare diagnostics client partnered with On Beat Digital to create a comprehensive, customizable marketing kit designed to help laboratories and health systems educate both patients and healthcare providers.
The goal was to provide field marketing teams with a powerful, editable toolkit that could be deployed across local health systems—supporting value-based care initiatives, driving allergy testing awareness, and improving diagnostic engagement at scale.
The Challenge
The client's marketing team needed to provide their laboratory partners with:
Brand-Consistent Adaptability
Ready-to-use marketing assets that were brand-consistent but locally adaptable
Educational Tools
Educational tools that could explain the connection between allergies and asthma
Dual-Audience Messaging
Messaging that resonated with two very different audiences: healthcare providers (HCPs) and patients
Value-Based Care Alignment
Content that aligned with value-based care strategies, especially around specific IgE blood testing for allergy diagnosis
Success Criteria: The materials needed to be both emotionally resonant and scientifically credible, while remaining easy for lab teams to customize and distribute.
Our Solution
On Beat Digital developed a multi-format marketing toolkit designed for easy use by lab marketing teams across health systems, regions, and patient populations. Every piece was tailored to one of two core audiences: Patients and HCPs (Healthcare Providers).
Key Campaign Assets
Educational Emails
Designed to drive awareness and encourage action among providers and patients, highlighting the benefits of specific IgE testing.
Infographics
Visual explainers showing the connection between allergy triggers and asthma severity, designed for clinics, waiting rooms, or email embeds.
Newsletters
Turnkey content that labs could deploy across provider networks, explaining recent evidence around allergic asthma and personalized diagnosis.
Direct Mail & Leave-Behinds
Physically distributed materials to leave lasting impressions at the point of care.
Social Media Posts
Pre-approved, adaptable captions and images for lab teams to use on Facebook, LinkedIn, and Instagram, supporting community engagement.
Tone & Messaging Strategy
We helped the client build dual messaging frameworks for each target audience, ensuring the campaign delivered the right voice and value for each user group.
For Healthcare Providers (HCPs)
- Clinical & Scientific – Expert to expert, backed by evidence
- Empowering – Help providers feel like they can offer more precise care
- Inspirational – Show that better testing = better outcomes
- Authoritative – Rooted in scientific leadership and industry credibility
For Patients
- Empowering – "Knowledge is power. You deserve answers."
- Emotional & Meaningful – Personal stories and symptom relief messaging
- Inspirational – "You can take control of your health."
- Trust-Building – Confidence in testing and healthcare partners
Framework Impact: This tone framework ensured that whether a lab was speaking to pediatricians, pulmonologists, or parents, they had materials that matched the moment.
The Results
Modular Formats: Toolkit provided in editable PDFs, Word docs, email HTML, social media packs
Brand Alignment: Visuals aligned with client's brand guidelines but adaptable for local lab personalization
Multi-Channel: Assets created for both digital and print distribution
Localization Ready: Translations and cultural sensitivity planning for multilingual regions
The Impact
While the campaign is ongoing, early feedback from lab field teams indicates that:
High Usability: The toolkit is highly valued for its ease of use and customization
Provider Engagement: Labs are using the materials to open new conversations with local provider networks
Increased Awareness: Providers are more aware of the link between allergy testing and asthma diagnosis
Value-Based Care Alignment: Campaign contributes to stronger alignment between lab services and value-based care narratives