Embecta—BD Nano 2nd Gen Pen Needle
Diabetes Support Initiative: Print & Landing Pages

With Embecta entering the Giant Eagle Pharmacy network, the goal was to introduce a new healthcare brand in a highly regulated industry while supporting patients managing diabetes. We needed to improve awareness of proper injection techniques, promote safe needle disposal during National Drug Takeback Month, and deliver condition-specific education for Heart Health Month and Diabetes Month—all without overwhelming patients with clinical jargon or eroding trust.

​

Solution​

​

We created a multi-touchpoint education and engagement program:

• Patient Brochure — “5 Tips to Assess Proper Injection Technique” written in clear, approachable language.

• In-Store Signage — Safe disposal messaging in partnership with the DEA for National Drug Takeback Month.

• Digital Landing Pages — Dedicated condition support hubs for Heart Health Month and Diabetes Month.

• Promotional Incentive — $15 in free groceries with qualifying Embecta purchases, connecting health support with everyday savings.

The campaign paired educational content with lifestyle relevance, creating an easy entry point for patients to engage with both Embecta and Giant Eagle Pharmacy.

 

Why it works​​

​

By merging actionable health education with a tangible lifestyle benefit, the campaign built both trust and urgency. Every touchpoint—whether in-store or online—was designed for accessibility, ensuring patients could take immediate, informed action. The incentive component directly aligned with our target audience’s priorities, boosting engagement without compromising compliance.

​

My Role​

Responsible for concept development, messaging, and content execution across print, in-store signage, and digital landing pages. Collaborated with design, compliance, and partner stakeholders to ensure accuracy, brand alignment, and regulatory adherence.

​

Analysis

 

• Budget: ~$250K (integrated across print, in-store, and digital).

• KPIs:

  • Patient brochure distribution reached ~60K across 400+ Giant Eagle Pharmacy locations.

  • Landing pages drove ~25K visits during campaign months, with an average time on page of 1:45 (well above healthcare content benchmarks).

  • Safe disposal signage contributed to a 15% increase in DEA Takeback participation at Giant Eagle locations vs. prior year.

  • Promotional incentive resulted in a 12% sales lift on qualifying Embecta products during promo period.

• Results: Campaign succeeded in simultaneously educating patients and driving product trial, while positioning Giant Eagle as a trusted health resource.

• Learnings: Patients engaged most with simple, visual health tips; integrating lifestyle benefits (grocery savings) amplified engagement without undermining trust.

​

​