Ascensia Diabetes Care and Senseonics have launched a strategic campaign aimed at enticing individuals away from market leaders Abbott and Dexcom with their continuous glucose monitor (CGM), Eversense E3. The campaign employs a relationship breakup concept to convey that Eversense E3 is “The CGM for Real Life.” While Eversense E3 may be considered a smaller player in the CGM market, it possesses a notable differentiating feature.
In contrast to the Dexcom G7 sensor, which is approved for up to 10 days of wear, and Abbott’s FreeStyle Libre, approved for up to 14 days, Eversense E3 offers a remarkable six-month duration. The marketing campaign focuses on highlighting this significant distinction.
A 30-second advertisement produced by Ascensia and Senseonics features a woman gazing at herself in a mirror, stating, “it’s not me, it’s you.” As she delivers the second part of the line, the camera shifts from her face to reveal a CGM patch on her arm, where she looks disapprovingly at the patch while uttering, “it’s you.”
The subsequent scene depicts the woman expressing her frustration, stating, “I lose sleep over the on-again, off-again relationship that we have, it’s like every week or two we have to start over.” In the background, a man, presumably her partner, appears perplexed. The nature of the woman’s troublesome relationship becomes evident in the next scene as she slides a CGM sensor across a desk to a physician and receives Eversense E3 in exchange.
“I deserve something more long-term,” asserts the woman. A voiceover then underscores that Eversense E3 offers a six-month duration, presenting itself as an option for patients who have grown weary of their current CGM’s limitations. The ad culminates with the tagline “The CGM for Real Life.”
This video is part of a comprehensive advertising campaign set to encompass connected and linear TV in five states. Additionally, Ascensia and Senseonics intend to leverage digital and social media channels to increase awareness of the device among both healthcare professionals and individuals living with diabetes.