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Marketing For Diabetics Focuses On Control Options

syringe for giving insulin

methods for taking insulin are changing

With the number of diabetics increasing every year to 26 million or 8 per cent of the United States population last year, the American Diabetic Association is concerned about patients getting the best control possible for their treatment.

Presently type 2 diabetes which is about 90 per cent of the diabetic cases is treated primarily with pills, even though “diabetes can be best managed with insulin,” said Tony Butler, PhD, senior pharma analyst and managing director at Barclays Capital. For some reason, there is a resistance to using injections, Butler feels. However, this is likely to change in the near future as new devices are marketed.

For example, on Thursday, Novo Nordisk launched Drive the Switch which is an educational program featuring the professional racecar driver Charlie Kimball encouraging diabetics to talk to their health care professionals about their options for delivering insulin using for example the pre-filled insulin pen device. This pen like device is being marketed as a better way to manage diabetes, and helps to overcome any phobia of needles.

In other parts of the world, some 85 per cent of diabetic patients used insulin-filled devices in 2008, according to Novo Nordisk, whereas in the United States that number was less than 20 per cent of people with diabetes.

It is interesting to note that social media is now playing a role in the marketing plans of Novo Nordisk. Charlie Kimball has been using this platform to tweet his use of the Novo Nordisk Flexpen to give himself his insulin doses. “I’m living proof that today’s insulin delivery device options can help you successfully manage your diabetes in the most challenging circumstances,” said Kimball, who drives the No. 83 Levemir® and NovoLog® FlexPen® Honda Dallara car for Novo Nordisk Chip Ganassi Racing.

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Brent has an unusual background, an experienced CA who specializes in marketing applications. An accomplished artist, Brent also contributes to the Business and General News categories.

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