Our Work
Unsere Arbeit
Dexcom
Overview
Transforming Lives Through Technology
What: CGM technology can be life-changing for people with diabetes, however, it isn’t readily available on the NHS. Dexcom looked to Allison to build UK brand awareness, as well as target people who live with Type 1 diabetes (T1D) and those closest to them. To do this, we executed our 2020 Warrior Programme, as well as an integrated campaign around World Diabetes Day titled “Strength in Numbers” to raise awareness of the true cost of living with T1D and empowering our Dexcom Warriors to give thanks to their support bubbles and front-line workers during the global pandemic.
Market research shows that awareness among healthcare providers and consumers remains low for a technology that should be the standard of care for diabetes management. To close that gap, we were charged with making sure the world knows about CGM, which includes leveraging regulatory approvals from FDA, Health Canada and the NHS among others.
How: As a global team, we’ve developed a series of integrated communications campaign across the globe including multi-market product launches; fresh campaigns for World Diabetes Day; amplifying our Global Ambassador Programme; and engaging celebrity ambassadors. Dexcom’s Warrior programme has become the envy of the healthcare space, as the Allison team has grown the programme from 35 contracted Warriors to more than 10,000 Warriors around the globe – many of whom tell their stories for free.
Overview
The Results – What We Achieved
Our campaign generated more than 295 million impressions, an influencer reach of 1.2 million and an average SEO of 70. Further, our efforts helped Dexcom achieve strong growth in 2020 that led the company to an increase of 33% YoY in international sales growth, advanced next generation pipeline, and an improved profitability profile.
Through our integrated campaign, we raised awareness of and built advocacy for CGM and influenced action in parliament to provide access to better education and affordable medication. In 2022, we succeeded in one of our biggest goals, a formal review of CGM funding on the NHS.
1.2m
Influencer reach
70
SEO
33%
YoY International sales growth
NHS
Funding
Overview
The Results – What We Achieved
The campaign is a winner for the PRWEEK UK awards and has been selected as finalists for SABRE EMEA awards, PRCA National awards, and the Creative Moment awards.
