Sanofi, Novo Nordisk roll out new promos for pens

Share this article:
Sanofi-Aventis US is rolling out a consumer campaign for its Lantus SoloStar pen aimed at getting people with type 2 diabetes to think differently about insulin.

Dubbed “I Chose,” the effort is launching with print ads and a website ( TV ads will launch later in the year, as will social media components. Euro RSCG Life is handling creative.

The key insight behind the campaign, said Charlene Leitner, senior director, diabetes marketing at Sanofi-Aventis US, was that negative impressions of insulin impede many sufferers from getting the treatment they need.

“Many are fearful even to start insulin, so they just avoid going on it when they may not have an A1C level that's in control” said Leitner. “

The website features testimonials from patients who overcame their reluctance to use insulin to manage their diabetes.

Meanwhile, Novo Nordisk launched an online photo contest to promote its FlexPen, inviting users to submit photos showing the paces they've taken the device. In keeping with the franchise's racing theme, the grand prize is a trip to the Firestone Indy Lights Championship Race in Miami, FL.

Users can submit their pics at through July 18, and visitors to the site can vote on contest entries between August 8 and August 29.

There's also a Race Charlie Kimball game and video featuring the racecar driver, who has type 1 diabetes and drives the No. 26 Levemir FlexPen car.

Creative for the campaign was handled by Big Communications, while PR was handled by Marina Maher Communications.
Share this article:
You must be a registered member of MMM to post a comment.

Next Article in Features

Email Newsletters


Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Is your marketing strategy stuck in 2005?

Is your marketing strategy stuck in 2005?

It is not enough to just have a killer black book or Rolodex. The market needs agile, swift marketing

Is guidance stifling social media?

Recent FDA draft guidance was meant to help companies create FDA-compliant tweets and handle third-party misinformation on the web. What other obstacles lie in the path of effective social media use?

FDA social media guides draw flak

FDA social media guides draw flak

Two FDA guidance documents on how health product manufacturers may participate in social media have drawn criticism from industry and consumer groups.