In the second installment of our post-AACE 2018 promotional material coverage (see first installment on diabetes drugs), FENIX has conducted an analysis of diabetes device promotional materials covering Dexcom G6, Abbott Freestyle Libre, Medtronic 670G, Insulet Omnipod, and Tandem t:slim X2.
In advance of ADA 2018 beginning June 21, FENIX has conducted a comprehensive analysis of new and recent promotional materials obtained at AACE 2018. Notably, this was the first major conference opportunity for Novo to promote both Ozempic and the Tresiba DEVOTE label update.
Recently, we’ve noticed that Dexcom has started a TV campaign for its new G6 CGM system. Interestingly, the DTC campaign was initiated prior to the June 4th product launch. Although there were a few TV commercials for G5 Mobile, we expect the TV reach to be much broader for the G6 launch. In summary, the ad theme centers on knowledge being a superpower in T1DM that can lead to better glycemic management without being inconvenient. Below, FENIX summarizes the key messages and imagery in the new G6 commercials.
AZ has begun actively promoting Bydureon BCise, the new autoinjector device which became available in US pharmacies in January 2018. Below, FENIX has conducted a launch analysis in the context of the broader GLP-1RA market including assessment of prescription data trends.
Novo Nordisk began actively promoting Ozempic (sc QW semaglutide) in the field in early February 2018, two months after the December 2017 approval. Below, FENIX has conducted a launch analysis, including thoughts on promotional materials, sampling strategy, and early insights from NRx trends.