Tresiba® Marketing Team
Agency Partner: CultHealth
Allison Harper, Associate Director, Patient Marketing, Insulin Growth Portfolio
Brian Gartside, Senior Manager, Patient Marketing, Insulin Growth Portfolio
Ready to Make an Impact
Novo Nordisk is a global healthcare company with more than 90 years of innovation and leadership in diabetes care, with a comprehensive insulin portfolio spanning across the needs of patients with type 1 and type 2 diabetes. But, the type 2 diabetes market has grown increasingly crowded over the past few years. And direct-to-consumer advertising is used pervasively throughout the category, which makes it even more difficult to stand out in the crowd. To do so, you need to create a campaign that connects with people struggling with diabetes.
Allison Harper and Brian Gartside of the Tresiba® Marketing Team have led the way in reshaping perceptions and expectations regarding insulin therapy through the execution of the “Tresiba Ready” campaign. The goal of the campaign was to establish Tresiba, the latest long-acting insulin from Novo Nordisk, as a treatment for patients wanting to face their type 2 diabetes with optimism.
Allison and Brian championed the launch of the “Tresiba Ready” campaign in June 2016 through broadcast, print/digital media, and point of care. They have also guided the development of campaign extensions of the “Tresiba Ready” campaign that are still running today.
“Throughout campaign development, Allison and Brian provided invaluable insights regarding target audience and essential brand benefits, as well as expert guidance on marketplace and DTC advertising trends and their effects on potential patients,” says Amanda Puglia, Account Director at CultHealth. “Their leadership and industry knowledge raised these executions to the top of a crowded category and helped appropriate patients identify themselves as ‘Tresiba Ready.’”
Market performance has demonstrated the unique connection between this creative vehicle and the type 2, insulin-ready audience.