Diabetes, left untreated and undetected, could lead to chronic conditions and diseases such as blindness, kidney failure, heart attacks, and in some cases, even lower limb amputation.
Unfortunately, people suffering from this condition rose from 200 million in 1990 to 830 million in 2022. It’s also been observed that prevalence has risen rapidly in both low- and middle-income countries.
In India alone, there are roughly 100 million Indians living with diabetes.
What’s more?
Over 50% of those cases go undiagnosed, further exacerbating the problem.
Photo from Unsplash
The lack of diagnosis is attributed to limited access to healthcare facilities, high costs, and even gender gaps in healthcare access.
That’s why in 2023, KVI Brave Fund, in partnership with Klick Labs, leveraged technology to bridge this gap.
How?
By developing a smartphone app that would help detect signs of diabetes!
Photo from YouTube
Diabetes screening tests in India rely on blood tests—methods that are costly and require a trip to a healthcare provider for patients. Since not every Indian could make that trip, this proved to be a logistical barrier.
Knowing this problem, Klick Labs scientists came up with an unorthodox solution: The Voice 2 Diabetes app.
The Voice 2 Diabetes app was designed to run an analysis of the acoustic properties of a person’s voice through the use of an artificial intelligence (AI) model trained on thousands of voice data.
Researchers conducted a study where 267 people who were diagnosed as either non- or Type 2 diabetic recorded voice samples through the app six times each day over a two-week span.
This resulted in over 18,000 recordings. Scientists then analyzed these 14 acoustic characteristics for differences between non-diabetic and Type 2 diabetic individuals.
These characteristics were then processed through the use of machine learning models to identify patterns that could indicate whether a person has diabetes or not.
The results?
The Voice 2 Diabetes app yielded an 89% accuracy for women and 86% accuracy for men.
For a diagnostic test that relies on non-invasive procedures, those results are impressive!
Aside from those results, the app generated over 4 billion impressions worldwide and was covered by over 200 news and media organizations.
The Voice 2 Diabetes app also earned awards from the likes of D&AD, UX Design Awards, and Cannes Lions—all of which are prestigious awards-giving bodies!
There’s no denying that the initiative was a success, given these results!
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KVI Brave Fund and Klick Labs were able to create a tool that not only made headlines but also delivered impact to those who need it most.
The Voice 2 Diabetes app is a tool that empowers individuals and health care facilities to diagnose diabetes early before complications set in.
This also provides an alternative to traditional diagnostic tests that not everyone has access to.
The key takeaway?
Out-of-the-box solutions can be used to both grab attention and make a positive impact!
About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”
Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”
Guerrilla Marketing is unconventional.
Looking beyond the traditional ways of advertising, marketers and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.
Guerrilla Marketing usually aims to have direct contact with consumers.
This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.
It’s about making a big impression and making that impression last a long time (if not forever).
Guerrilla Marketing can be inexpensive.
The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.
Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.
This is every business’ or brand’s dream!
Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.
Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.
Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.
Hope you find this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Friday’s “Gorillas of Guerrilla Marketing!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
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