The target audience is consumers—in particular, people with type 2 diabetes who need mealtime blood sugar control (those who delay taking insulin, and those who already take insulin but who are looking for an alternative).

The product has a boxed warning (“black box”) that must always be prominently displayed. The video required 10-seconds to view Important Safety Information, as well as “sprinkling” of this information throughout.

This product has power. It can make people rethink what they believe about insulin. It can disarm them and open them up to thinking about insulin in a new way—simply by virtue of seeing it and holding it in their hands.

We use that power to confront biases and preconceptions about insulin as patients currently know it.

We videotaped one-on-one interviews with patients who talked about their experience with diabetes and their thoughts about traditional insulin therapy. They did not know they would be seeing an inhaled insulin device.

After listening to their stories, we told patients we had a surprise for them. We revealed the product and let them hold it before explaining what it was: a device that is used to inhale an insulin called Afrezza*. We captured their authentic emotions and surprise at discovering a therapy they didn’t know existed. Those authentic, and heartfelt emotions direct from patients’ mouths said more than any product advertisement ever could.

These videotaped segments then were strategically placed in various online media as part of a larger campaign effort.

*Sample product did not contain actual insulin

• Implementation: Online video on partner websites

• Timeline: September 2015-Q1 2016

• Placement: Meredith, EveryDay Health, WebMD

• Scale: Not available

Use the novelty factor and emotion to drive consumer requests with highly targeted media

Data gathering

Generate CRM leads by driving to website where prospects can register for more info and savings

Inhaled Afrezza (insulin human) is a major advance in the insulin category by virtue of its administration method and inhaler design.

Injectable insulin is widely accepted by doctors but they are often slow to adopt new therapies and modes of administration. One must get an insulin prescription from a doctor, who is the gatekeeper, and has no motivation to prescribe something new. Doctors are comfortable with what they have.

Even with the threat of dire health problems that come from high blood sugar, most people will not proactively ask their doctor for insulin, even though it is one of the most effective ways to control blood sugar. The reasons for this avoidance by patients are varied and complex: fear of needles, stigma, and inconvenience are just a few. Insulin is often only reluctantly accepted after their physician “makes” them take it.

Brief:

Create a brief video within Meredith, EveryDay Health, etc., content to