Goal

Introduce the insulin pump and its efficacy in maintaining a stable blood sugar.

Tactic

National cross-country cycling race:

• Two cycling teams (one with type I and the other with type II diabetes) riding across the continental US

• Each rider shared their response to exercise, lifestyle, and excellent blood sugar management as they pedaled across America

• Terrific and consistent press coverage

• Individualized coverage and team coverage

Messages

The apidra pump provides:

• Better glycemic control

• Greater flexibility in meal timing

• Ptential for better diabetes control, and more precise dosing

Results

• MDs widely adopted the apidra pump

• The impact of lifestyle and exercise on diabetes became a dominant factor for standard of care

• Those with diabetes realized they have better options, i.e. fewer glycemic peaks and lows, greater freedom and live a more normal life