The campaign aims to bring awareness to the now available system that “works quietly in the background” while people with type 1 diabetes can go about their daily lives.
Medtronic (soon to be MiniMed after a planned business separation) says that living with type 1 diabetes “can feel like a constant barrage of decisions, second-guessing and high-stakes math.” With Own-It, the company wants to create a more predictable life with diabetes through MiniMed 780G and Instinct.
The medtech giant won FDA clearance for its SmartGuard algorithm as an interoperable automated glycemic controller (iAGC) earlier this year, enabling integration with the sensor made by Abbott, designed specifically through a collaboration between the companies agreed last year. In September, they began taking orders for the integrated system, then initiated the full launch in the U.S. at the start of December.
Read more about Medtronic, Abbott and the rest of the diabetes tech industry in our free Diabetes Technology Special Report.
Visit here to purchase our Medtech Market Special Report on CGMs.
When paired with MiniMed 780G, Medtronic’s latest-generation automated insulin delivery system, Instinct provides real-time glucose readings, helping the pump automate insulin adjustments every five minutes. The system also offers meal detection technology and provides automatic adjustments and corrections to sugar levels every five minutes. This occurs for both basal (background) and bolus (mealtime) insulin needs.
Kate Cronin, Medtronic Diabetes’ chief marketing officer, wrote on LinkedIn that “Own It” is a “bold statement about what’s possible for people living with type 1 diabetes.
“Managing diabetes often means navigating countless decisions and uncertainties every single day,” Cronin said. “Own It reflects our commitment to championing freedom and confidence for the diabetes community worldwide. This campaign highlights how the MiniMed 780G pump system, paired with our new Instinct sensor, works quietly in the background—so individuals can live with more spontaneity knowing that the system has their back. With this latest advancement, we’ve reimagined what life with diabetes can look like: fewer interruptions, fewer what-ifs, and more moments that truly matter.
“Own It is more than a campaign—it’s a movement. It reflects our commitment to advancing innovation that empowers people to live life on their own terms.”
