New Dexcom Pediatric TV DTC Campaign

A new Dexcom G6 CGM TV commercial called, “Diabetes Didn’t Come Up,” has recently been observed. Of note, this is believed to be the first time that Dexcom has created a commercial solely focused on the G6 CGM pediatric indication. Below, FENIX provides analysis of the messaging used in the TV commercial, thoughts on why the pediatric TV DTC hasn’t occurred until ~2 years after launch, and Dexcom’s peds positioning vs. Abbott Libre.

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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