Abbott TV DTC for Libre 14-day system

FENIX observed that Abbott is conducting a TV DTC campaign for the Freestyle Libre 14-day system, placing a strong emphasis on the ease of sensor scanning without fingersticks. Below, FENIX summarizes the key messages and imagery from the new Libre commercial and compares it to Dexcom’s TV DTC campaign from earlier in 2018 (previous FENIX insight). Currently on iSpot.tv, there are two 30-second commercials listed for FreeStyle Libre: ‘No Fingersticks: Libre 14-day system’ (30 sec) – Newly observed from November 2018 ‘No more Fingersticks’ (30 sec) – First aired on February 2018 While Abbott has a central theme on the ease of sensor scanning without fingersticks for……

About The Author

Matthew Maryniak

President of Fenix Group International

Matthew has been a thought leader in the high-growth therapeutic areas of diabetes and cardiovascular medicine since 2006, making regular attendance at large and small CV/met scientific meetings and an architect of novel methods for assessing market opportunities. He has over a decade of experience in leading CV/met consulting engagements, is a published author in PM360 and Diabetes Technology & Therapeutics, and has been quoted in The Pink Sheet on anti-thrombotics.

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