There are 37.3 million people in the diabetes community, yet less than 1% are prescribed Continuous Glucose Monitors. Abbott’s direct competitor was not only more recognizable, but outspending them from a media perspective. So, we needed a different approach to reach people with diabetes where their competitor wasn’t investing.
Abbott tasked GALE to innovate within the digital space to create a deeper connection with their audience. Through social listening, we found that people with diabetes wanted to hear from a trusted source — other people with diabetes. We created an always-on social approach featuring real FreeStyle Libre users designed to create a genuine and deep emotional connection to people with diabetes.
We searched nationwide for unique stories that would captivate and inspire our audience. Musicians, comedians, and athletes shared how the FreeStyle Libre systems helped them continue to do the things they love.
The diabetes care space is traditionally portrayed through stock photography that people can’t emotionally connect with – and lots of product placement. We introduced lifestyle photography that felt candid and flatlays that were aesthetically pleasing within our audience’s social media feeds to innovate this space.
In 2022, paid social became the #2 sales driver for FreeStyle Libre systems — surpassing broadcast and traditional advertising methods. These sales results made FreeStyle Libre systems the top prescribed CGM over all competitors, but most importantly, it gave more people with diabetes the access to live-saving technology.