Diabetes is a scourge. And Merck through the gauntlet down. (Though only for $25K).
Reviewing the snippet of the infographic in the hero photo only teases the immensity of the diabetes problem. It is without a doubt THE health issue in our country, and sadly, for most of the world. The complexity of the condition is endless — it touches nearly every organ — eyes, feet, heart, kidney — and part of our body’s system in a negative way.
One truth is well known: patients need help with this complex condition. Frankly, many diabetics “game” the system with their medications so they can maintain at least a portion of the unhealthy lifestyle that got them. For others, despite good effort, many patients do a terrible job staying on their medication, or following their exercise and diet regimen, and thus, the codition progresses where the costs to their body and society are overwhelming. But while some of these issues are ingrained, there are many people who would welcome a helping hand — however it is packaged.
So, Merck, makers of several effective diabetes medications, decided to differentiate itself by thinking like a consumer company:
They just announced their finalists.
Why is this hot?
- Each finalist cover a wide range of potential applications and technology platforms.
- While several of the large pharma companies have done something similar, the maturation of Merck’s approach teamed the leap of ease and sophistication of technology has Merck doing it the right way.
- This needs to be watched; from a marketing perspective, diabetes drug manufacturers have often been quite innovative. But they often did so internally and with their PR group. This smells of a change in direction towards the ascendance of consumer technology and consumer thinking.