Dexcom (Nasdaq:DXCM) today unveiled its upcoming Super Bowl commercial that announces the U.S. launch of its next-generation Dexcom G7 CGM.
The ad, set to run during the second quarter of Super Bowl LVII on Feb. 12, features musician, actor and philanthropist Nick Jonas. Jonas lives with type 1 diabetes and uses Dexcom’s continuous glucose monitors (CGMs).
“Dexcom CGM has changed my life and revolutionized the way I take care of my health,” Jonas said in a news release. “People with diabetes – whether Type 1 or Type 2 – should have the best technology available to manage their disease, and with Dexcom G7, they’ll have it. I’m excited for the opportunity to share this new device with the world and to raise awareness around the magic of CGM. Raising awareness of this technology for the millions of Americans who need it is one key step toward ensuring people with diabetes have the best technology available to live beyond their diagnosis.”
Dexcom received FDA clearance for the next-generation G7 in December 2022. The company said at the time that it planned for a launch in “early 2023. COO Jake Leach told Drug Delivery Business News shortly after clearance that the company intended to initiate a full launch without any limited efforts.
CEO Kevin Sayer later told DDBN that the company wouldn’t be taking the launch lightly.
“That launch is not going to be bashful,” Sayer said. “We’re going to be aggressive about it.”
More about the Dexcom G7
The FDA clearance for the highly anticipated Dexcom G7 covers people with all types of diabetes aged 2 years and older. In clinical trials, the system registered an 8.2% overall mean absolute relative difference (MARD), highlighting its accuracy.
San Diego-based Dexcom’s device features a 60% size reduction from the previous generation, the G6. It offers a 30-minute warmup period (down from waiting two hours for glucose readings to begin in the past). The 30-minute sensor warmup marks the fastest of any CGM on the market Dexcom said. It also features a 12-hour grace period to replace finished sensors for a more seamless transition.
G7 provides more information in one place with personalized insights, extended-wear design and more. It offers a simple wear experience, starting with unscrewing a cap. Users then put the sensor on their body and push a button. The device is then turned on and can be paired with a smartphone.
The CGM also integrates with a redesigned and simplified mobile app. It has improved alert settings for enhanced discretion and an easier-to-read display. Users aged two and older can wear it on the back of the arm and those between two and 17 may wear it on the upper buttocks.
The new system also contains holdover features from the previous-generation G6. That includes no fingersticks, scanning or calibration and real-time glucose readings automatically sent every five minutes. It integrates with the CGM ecosystem, including Apple Watch, Garmin and other digital health apps. Remote monitoring with G7 allows for the sharing of glucose data with up to 10 followers.
Why Dexcom created a Super Bowl ad announcing the U.S. G7 launch
The company said in its announcement that it wants to increase CGM awareness. In announcing the launch during the Super Bowl, the advertisement could reach the large audience watching the major sporting event. That includes — as projected by Dexcom — more than 4.8 million Americans with diabetes who use insulin that may be watching.
Dexcom said that about 3.3 million of those viewers don’t currently use CGM to manage their diabetes. The company is using it as a platform to launch its “magic moments” awareness campaign. This campaign features seven Dexcom CGM users invited to the Super Bowl to share their stories with Jonas
“At Dexcom, we are in the business of providing information that can help people with diabetes better manage their disease. With so many people still unaware of CGM and how it can benefit them, we thought the best way to get the word out was to partner once again with one of the biggest stars on the biggest stage,” said Sayer. “Nick Jonas and the Super Bowl is a magical combination to encourage millions of Americans with diabetes to get started with Dexcom G7 and begin their journey toward better-controlled diabetes and improved health.”
Dexcom also noted that, to facilitate immediate access to G7 following the launch, it plans to offer accessible cash pay options as it transitions coverage availability for the new system.
Hologic enlisted a similar strategy last year. It kicked off a direct-to-consumer ad campaign with a Super Bowl commercial featuring Mary J. Blige.