Insulet Corporation is an innovative medical device company dedicated to making the lives of people with diabetes and other conditions easier through the use of its Omnipod® product platform. Omnipod® provides a unique alternative to traditional insulin delivery methods. With its simple, wearable design, the disposable pod provides up to three days of non-stop insulin delivery, without the need to see or handle a needle.

The Objective
Omnipod engaged MediaCast to launch Omnipod DASH into the Australian market. Our objective was to educate healthcare professionals and those with diabetes about the innovative product, as well as advocate for people with type 1 diabetes to have subsidized access to this technology and drugs that have been available to the rest of the world for years.

The Campaign
MediaCast developed a multi-tiered approach in order to effectively launch Omnipod DASH™into the Australian market with a nationwide campaign. Our second stage centered around World Diabetes Day campaign, which coincided with the medical industry celebrating 100 years since the discovery of insulin. Our third approach focused on a TV centric campaign that leveraged the profile of entrepreneur and diabetes advocate, Richard Goyder and his son Will who has type 1 diabetes.

The launch campaign focused on the 180 health-related decisions someone with type 1 diabetes has to make every day. The creative encouraged individuals living with type 1 diabetes to transition to the new technology and to reduce the burden of diabetes on their day-to-day lives. Our approach raised the issue, created a conversation and applied pressure on the Government to consider subsidising the technology for those living with type 1 diabetes as well as encouraging educators to recommend Omnipod DASH™ to their patients.

Outcomes
MediaCast secured 397 items of coverage, reaching an estimated audience of 40.8 million Australians. The campaign resulted in a positive national conversation about the need for fairer access to technology and the benefits of Omnipod DASH™. Campaign highlights for the product launch included Nine News Sydney, 7 News Sydney, Australian Community Media and extensive radio coverage. Subsequent segments on Ten News First, 7 News and Sky News followed with highlights for World Diabetes Day including ABC Radio Brisbane, Sky News Weekend Live, Win News and MSN Australia.