“Communications & Digital Marketing” is the title of a new department in our company, specifically developed to focus on the essence of communications and improving the efficacy of directed messages, while exploiting the potential of social media and trends associated with the shift in marketing paradigms in the 21st century.
Learn more about this dept. from Ali Bonakdar M.D., head of CDM at Farir Asa Teb:
Q: So tell us more about the purpose of this unit and the reason behind its creation:
Well this company has always tried to provide the best technologies alongside education and support for people with diabetes. Since the establishment of Farir Asa Teb, every aspect of these goals were addressed in the Marketing dept., which of course did a great job in the field, yet the reason behind assigning certain tasks to a new dept. was the need for more focus and attention on the essence of messages and the way we communicate with our stakeholders. As a pioneer in the diabetes industry, it is of utmost importance for Farir Asa Teb to be able to make a change and help people with diabetes live a better life; this would be the cornerstone of our activities and the reason behind creating a Communication Plan based on the needs of every stakeholder in the field of health in Iran.
Q: To better understand what you do in this dept., could you tell us more about your duties?
Of course! What we do in CDM mainly revolves around different messages, their purpose and their effect on the audience. For example, its crucial to know whether an educational booklet, or a follow-up phone call, can DO what it is meant to do!
Does our audience learn to do a painless blood sugar test? If not, how can we improve our messages to help them better understand the steps?
Answering these questions through feedbacks, surveys and of course thorough analysis, is our main objective in CDM.
Q: What is it that you aim to achieve with this new setting?
To answer this question, I need to refer you to the vision of our company. Helping those who live with diabetes has always been a major concern and an important goal for Farir Asa Teb; the growing incidence of this condition, specially Type 1 diabetes, further highlights the importance of actions that need to be taken in order to better serve this section of our society.
Facilitating access to education and care through innovations like the Glucocard kids project, is only a primary step in the long path of recruiting and empowering every person with type 1 diabetes in our country.
Q: That seems like a very big and challenging goal, doesn’t it?
You’re right, but we’re committed to rise to this challenge because we believe it’s the key to achieving the ultimate goal of providing the BEST for those who look to us.
Building an effective and strong rapport with the target audience, which is best achieved through a systematic communication plan, would be a key step in engaging people with diabetes; that is why we work so hard in CDM to find the best way we can help people change their lives and live a happy and healthy life, particularly those with Type 1 diabetes who are in need of major support, both educational and motivational.
Q: Last but not least, could you summarize the digital activities of CDM too?
As you know, digital communication and advertising is a growing trend in this era. Engaging customers in social media through competitions, campaigns and education will promote royalty while achieving an omnidirectional communication to help them have a better life. We have created product pages in social medias like Instagram to keep in touch with customers and teach them how to make a better use of the product they’ve purchased. We also hold and sponsor competitions to enforce concepts of healthy eating and healthy lifestyle via a fun and attractive medium.