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Without proper management that includes continuous glucose monitoring, the 10 million people who suffer from diabetes are at increased risk of serious health impact, like losing their hearing or eyesight or suffering heart attacks and strokes.

Technology, specifically Dexcom’s small wearable continuous glucose monitoring (CGM) device, can help prevent that. But of the 4.8 million Americans with diabetes who use insulin and were expected to watch Super Bowl LVII last February, 3.3 million weren’t using CGM, even though expansion of Medicare and Medicaid coverage meant roughly 70% of them had or soon would have private or public insurance coverage for it.

So, with the impending launch of Dexcom’s next-generation G7 CGM, the company set out to raise awareness using the biggest media event of the year. The brand turned to Nick Jonas, one of the most famous people with diabetes, and creative agency Marcus Thomas for help. The campaign earned silver for Film/TV/Video Campaign of the Year among suppliers, vendors and pharmaceutical companies in the Healthcare Marketing Impact Awards 2023.

Beyond the spot created by Marcus Thomas, Dexcom developed a comprehensive publicity and social media plan that included a “Today” show exclusive, coverage through trade publications and telling in-depth stories of seven “Dexcom Warriors” from all walks of life who were brought to meet Jonas and have their own content filmed during the commercial shoot.

The winners of the Healthcare Marketing Impact Awards—a partnership between Modern Healthcare and Ad Age—demonstrated an understanding of those nuances in their advertising, marketing, promotion and communication campaigns. The judges included editors and reporters from Modern Healthcare and Ad Age, who pooled their expertise on the health care and marketing fields to select the best campaigns from hundreds of submissions.