Dexcom, Healthcare Marketing Impact Awards 2023

One in 10 people globally have diabetes, and without proper management that includes continuous glucose monitoring, they’re at increased risk of losing eyesight or hearing or suffering heart attacks and strokes. Technology, specifically Dexcom’s small wearable continuous glucose monitoring (CGM) device, can help prevent that. But of the 4.8 million Americans with diabetes who use insulin and were expected to watch Super Bowl LVII last February, 3.3 million weren’t using CGM, even though expansion of Medicare and Medicaid coverage meant roughly 70% of them had or soon would have private or public insurance coverage for it. See all of the Healthcare Marketing Impact Awards winners here So, with the impending launch of Dexcom’s next-generation G7 CGM, the company set out to raise awareness using the biggest media event of the year. The brand turned to Nick Jonas, one of the most famous people with diabetes, and creative agency Marcus Thomas for help. The campaign earned silver for Film/TV/Video Campaign of the Year among suppliers, vendors and pharmaceutical companies in the Healthcare Marketing Impact Awards 2023. Beyond the 30-second spot in the game, Dexcom developed a comprehensive publicity and social media plan that included a “Today” show exclusive, coverage through trade publications and telling in-depth stories of seven “Dexcom Warriors” from all walks of life who were brought to meet Jonas and have their own content filmed during the commercial shoot. Dexcom reported the initial ad alone drove a huge spike in social media performance and more than 17.2 million impressions and 1.1 million social engagements. Dexcom also said its social direct messages and email boxes were flooded with real stories from users. See all of the Healthcare Marketing Impact Awards winners here

Dexcom turns to Super Bowl, Nick Jonas and everyday ‘warriors’ to expand continuous monitoring for diabetes

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