Dexcom Brand Activation

Refreshed marketing direction for the Dexcom G5 Sensor targeting patients and health care professionals (HCP)

Challenge

Develop a strategic platform for Dexcom that elevates its brand value with customers and extends its market leadership in the EU. Create a strategy for Dexcom to out-position and overtake Abbott’s Freestyle Libre market penetration.

Background

Dexcom entered the diabetes care marketplace with a vision of better accuracy for diabetes management.

Today, the diabetes marketplace is rife with competition. Established companies and new entrants are competing at device and mind-share level to appeal to diabetes patients as they explore options for managing their diabetes. Reputational risks on quality, accuracy and reliability are rising in importance with global healthcare providers as they strive to meet new benchmarks that lower costs and add value to meet evolving healthcare needs.

Abbott is blanketing the EU market with its inexpensively priced Freestyle Libre “Flash” glucose reader and “factory-calibrated” sensor, which ultimately lead to inaccurate glucose readings and worse outcomes for patients.

Dexcom has the power to put accurate real-time glucose readings in the palm of patients’ hands. In turn, patients and their healthcare teams are able to manage their diabetes with confidence and control.

Type 1 patients want to know that the device they are using to manage their diabetes is accurate allowing them to enjoy life more, feel confident and more in control.

HCP Marketing Physicians need to know that the CGM system they are recommending for their patients will provide the best outcomes.

Dexcom Design Thinking

The Challenge

Develop a strategic platform for Dexcom that elevates its brand value with customers and extends its market leadership in the EU.

Create a strategy for Dexcom to out-position and overtake Abbott’s Freestyle Libre market penetration.

The Opportunity

With its “no fingersticks” messaging, Abbott is seeding the CGM marketplace with doubt. In its own publication in Diabetes Technology & Therapeutics in Nov. 2015, Abbott admits that its sensor technology is 11-12% different than blood glucose readings, and that each lot of its sensors could vary by up to 8.9%. The study estimated the performance of Abbott’s sensors can vary by 37% between patients.

If variance in Freestyle Libre glucose readings can be compounded by 20% or more each time a patient switches Libre sensor lots, and patients are being told they don’t need to fingerstick, what does this mean for Freestyle Libre patients?

Inaccurate glucose readings.
Potentially dangerous mis-management of type 1 diabetes.
Loss of trust in CGM.

What is the true cost of inaccurate Continuous Glucose Monitoring (CGM) testing?

Abbott IMPACT Study

Dexcom DIaMonD Type 1 Study

The opportunity for Dexcom today is the same one it had when it entered the CGM market in 1999 - a vision of accuracy, certainty and better outcomes for type 1 diabetes patients that no other company can deliver.

Competitive Landscape

Our Audience

Differentiation

How do we win?

Dexcom enables type 1 patients to take better control of their diabetes management.

What matters most?

Accuracy

Certainty

Control

Visual Language

Dexcom’s main icon in G5 app’s interface is an under utilized part of their brand toolbox. It’s design language tells a story of control and trust.

Dexcom’s brand color green should be leveraged to tell a strong emotional story of health and safety. Green is the color of balance, harmony, growth & progress.

The color green is also a verb. Inspiring the patient to have the confidence to go wherever life takes them.

Communication Strategy

Positioning & communication style must align with business cycle.

Communication Platform

Visual Platform

Visual language aligns with the communication strategy