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Roche Pharma
Das K Wort
From Content Hub to the first stop for cancer information.

Let’s talk about
  • Type-1 Diabetes
  • Type-2 Diabetes
  • Pre-Diabetes
  • Gestational Diabetes
  • Health Care Professionals

Diabetes is complicated. It effects hundreds of millions of people all over the world in different ways, at different points in their life. One way we can help is by Simplifying this complexity. Giving the right person exactly the information that is relevant to them, and not overburdening them with what they don’t need.

You might know that understanding how food affects your blood sugar is the first step in having a less complicated relationship with – or even avoiding - diabetes. Knowing how eating and drinking raises or lowers your blood sugar will help you spend more time in range, so having a partner dedicated to pioneering solutions in diabetes management that wants to help you spend less time thinking and talking about diabetes and more time living an active life makes a lot of sense.

Son Goku A work of art
A market in
constant change

From the first glucose meter for the home to weight loss injections – innovations are revolutionizing the way we deal with this disease and continue to offer new perspectives and choices for people with diabetes.

At the same time, they significantly change the doctor-patient relationship: the patient is a responsible partner in self-determined therapy.

1963
1963
Insulin pump the size of a microwave

Not very suitable for everyday use and with a high risk of infection, but an important step towards better blood sugar control: Dr. Arnold Kadish develops the first portable insulin pump.

In the 1970s and 80s,
development picked up speed.

The pumps became smaller and more suitable for everyday use.

1983
The cornerstone of modern diabetes management

When Böhringer Mannheim launched the first blood glucose meter for use at home, experts were ambivalent, thinking "Why would you want to the responsibility for the disease in the hands of the patient?"

1990s
Analysis as the basis of knowledge

In the early 1990s, with the rapid spread of computers and simple software applications, people with diabetes are given the opportunity to analyze blood glucose data to better recognize and understand correlations.


More Info
2006
Non-stop glucose monitoring

As of 2006, the first CGM devices (Continuous Glucose Monitoring) measured and send values to a readout device via a catheter and transmitter, eliminating the need to check blood glucose several times a day.


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2010s
Diabetes management in your pocket

The iPhone is spreading, Android is following suit. And the first diabetes apps are coming to the app stores that enable diabetes management on the go. Manufacturers are also launching blood glucose meters that can be plugged into a smartphone.


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2015
Bloodless revolution

For the first time, health insurance companies are covering the costs of FGM systems, thus enabling flash glucose monitoring to be disseminated throughout Germany – making finger pricking several times a day obsolete. A small milestone towards a better quality of life.

2019
(almost) Coming full circle

The first closed-loop system is approved in Germany: a hybrid AID system that independently controls insulin administration based on blood glucose levels measured by a sensor. The insulin bolus to cover meals still needs to be given manually.


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2021
App on prescription

The first diabetes app is approved as DiGA. It has open interfaces and allows the connection of smart insulin pens, blood glucose meters and third-party software.

2022
Diabetes and Artificial Intelligence​

MELISSA launches: The research project, funded by the EU with 5.9 million euros, is working on the introduction of AI-supported solutions for personalized treatment and care and aims to support the growing number of diabetics to spend more time in the target area.

2023
The injection for weight loss

Novo Nordisk brings the revolution in obesity therapy to the German market: The weight loss injection Wegovy becomes the new "miracle drug" against the main cause of type 2 diabetes. Wegovy raises the manufacturer's stock to a record high and keeps making headlines. People with diabetes are reimbursed by their health insurance company for medication containing the active ingredient semaglutide (under certain conditions).

🔮

Whatever comes up, we'll stay tuned. Here's to the next 25 years of diabetes expertise!

Katze mit Nagelfeile Hund Dog with a crown and cat with a nail file.
Content
is king

Having diabetes can be a full-time job, although as a person with diabetes you always want to give the disease as little space as possible. Knowing your therapeutic requirements, as well as extensive know-how regarding diabetes and your own health is the best way to make it happen.

In order to get this knowledge to people in an understandable and medically correct manner, pharmaceutical companies usually rely on content marketing. This is particularly successful when it goes into the niches instead of just scratching the surface. After all, basic knowledge is available everywhere. One of the experiences we built in our 20+ year diabetes content marketing history did exactly that.

What happens when you have hyperglycemia? • When the material changes tracks • Diet for Diabetes: The Glycemic Index • Not all carbohydrates are the same • Insulin-required or non-insulin-required: Reimbursement of test strips • Who pays the bill? • Oat treatment for insulin resistance • Do the oats sting? Good this way! • Measuring glucose: What is ISO standard 15197? • This is how precise the new Accuracy is • The potato • About potatoes and miracle tubers •
Not all carbohydrates are the same • Insulin-required or non-insulin-required: Reimbursement of test strips • Who pays the bill? • Oat treatment for insulin resistance • Do the oats sting? Good this way! • What happens when you have hyperglycemia? • When the material changes tracks • Diet for Diabetes: The Glycemic Index • Measuring glucose: What is ISO standard 15197? • This is how precise the new Accuracy is • The potato • About potatoes and miracle tubers •
Who pays the bill? • Oat treatment for insulin resistance • Do the oats sting? Good this way! • Measuring glucose: What is ISO standard 15197? • This is how precise the new Accuracy is • The potato • About potatoes and miracle tubers • What happens when you have hyperglycemia? • When the material changes tracks • Diet for Diabetes: The Glycemic Index • Not all carbohydrates are the same • Insulin-required or non-insulin-required: Reimbursement of test strips •

It becomes exciting when you also offer patients and relatives a platform that enables them to exchange ideas with one another. Personal stories and experiences provide incentives, provide comfort and motivate you to stick with it - in good times and bad.

A scene from the series 'The Office' A cat sits on a throne with a crown
hooked? Golden bust with sunglasses.
Service is
Emperor

Well-thought-out products and good content are no longer enough to convince people with diabetes, and retain them as customers. “Make diabetes suck less” was once the infamous claim of a diabetes management app – and that’s exactly what it’s all about!

Manufacturers of medical devices and pharmaceuticals must offer their customers a seamless user experience: Data on blood glucose measurements, insulin administration and exercise flow automatically into an app, which can of course be viewed by the attending physician at any time. Carb units can be calculated by scan or at least recorded digitally.​

An AI predicts the rise in blood sugar. Badges reward blood sugar-friendly behavior. In the future, an AI may give tips for a snack in between to avoid hypos, and a watch will vibrate when it's time to move around a bit. Everything for a better quality of life: through more time in the target area, a reduction in the HbA1c value, fewer hypos and the avoidance of secondary diseases.

Product and diabetes training courses are also part of the service repertoire of comprehensive care – knowledge gives power, especially in the case of diabetes.​

There is no channel
like omnichannel

What does it take to create a seamless experience from product use to services, sales and marketing to knowledge transfer? Strategy, of course – and then a solid technical and procedural basis. What is important is a future-oriented, flexible set-up that can be changed at any time in order to guarantee sustainable success. It also requires a lot of expertise to meet the needs of multiple target groups.

If you want to learn more about this, check out our omnichannel explainer.

A human heart in a black-and-white depiction A pink triangle.
… and for sales

Although the role of the sales people have taken on a different significance due to Corona, the number of on-site visits has almost returned to pre-pandemic levels. For 76% of pharmacists, regular visits are important or very important. ​

What's new: It's no longer just about product benefits. Topics like sustainability, corporate responsibility and real patient benefits find open ears and strengthen trust. An efficient sales force needs the right tools and materials to make the most of meeting time.

A heart for
HCPs

With diabetes, the spectrum of healthcare professionals involved is way above average: from endocrinologists to diabetes consultants, assistants, and nursing specialists as well as wound assistants, internists, general practitioners, vision specialists, medical assistants, pharmacists and pharmacy staff. That is a lot of (very different) people to address.

In specialist communication, it is important to do justice to the different media usage habits of these target groups as well as to address them. After all, a specialist in a clinic has different information needs than a medical assistant. And so it is important to always keep an eye on these special needs when creating campaigns, mailings, e-detailings, meeting documents and training courses.

The question of how digital it can ultimately be is similar: As digital natives, young professionals have correspondingly high demands on tools and services. However, we can’t ignore the needs of less digitally-oriented HCPs.

What they all have in common is the goal of preparing patients for the therapy in the best possible way and thus minimizing complications and secondary diseases. Communication solutions that support individuals, value performance and contribute to a fruitful relationship between HCP and patient are always successful.

… and for sales

Although the role of the sales people have taken on a different significance due to Corona, the number of on-site visits has almost returned to pre-pandemic levels. For 76% of pharmacists, regular visits are important or very important. ​

What's new: It's no longer just about product benefits. Topics like sustainability, corporate responsibility and real patient benefits find open ears and strengthen trust. An efficient sales force needs the right tools and materials to make the most of meeting time.

Let’s talk about … us!

Diabetes in healthcare communication is not only complex, but also simply super exciting! With more than 25 years of expertise in this market environment, we can support you in just about everything you need to get your message across.

Marcel Leinberger

Get in touch


If you want to learn more or would like to discuss other challenges in areas of healthcare marketing, please send us an email or contact Marcel Leinberger on 0621-587104-0

Sources

https://www.mysugr.com/de/blog/die-entwicklung-von-insulinpumpen-von-damals-bis-heute/ https://www.accu-chek.de/ratgeber-diabetes/blutzuckermessen-cgm/geschichte https://www.pharmazeutische-zeitung.de/erstes-closed-loop-system-in-deutschland-verfuegbar/ https://www.diabetologie-online.de/a/wearenotwaiting-looper-endlich-klappt-s-mit-dem-diabetes-2018553 https://www.diabetes-kids.de/artikel/hallo-omnipod-5-jetzt-gehts-los-7067 https://www.ddg.info/fileadmin/user_upload/MTD_DDG_2023_07-08.pdf https://www.diabetologie-online.de/a/technologie-mit-ki-die-lebensqualitaet-von-menschen-mit-diabetes-verbessern-2440741