‘Magic moments’
The goal of the spot is simply to generate more awareness that the product exists, Sayer said. Last year’s spot helped Dexcom add 800,000 users to its technology in the U.S. alone. This year, nearly 5 million people using insulin are going to watch the Super Bowl—and more than 60% of them still don't use continuous glucose monitoring (CGM).
“Our ad last time had more impressions than anything we'd ever done. We expect the same thing to happen this time,” said Sayer.
The theme of magic was an apt one, he added.
“The effect we've had in people's lives is almost magical,” Sayer said. “I’ve talked with parents who literally weep and thank us for being able to alert them that their child is having a low-glucose event in the middle of the night, because that data is shared with them, or young people who play sports who never thought they could with diabetes. The effects of our technology are almost magical. That's why we thought this concept would go over well.”
The Super Bowl ad is part of a broader awareness campaign highlighting the “magic moments” people with diabetes can experience with help from their Dexcom CGM. People in the diabetes community will be asked to share the personal “magic moments” they are proud of on social media.
Dexcom has been criticized by some in the past for the cost of its device, but the company says it’s the No. 1 insurance-covered and most-reimbursed CGM on the market, with one-third of patients with commercial coverage paying $0 out of pocket and most paying less than $40 a month.