Nick Jonas's Dexcom Super Bowl Ad: A Missed Opportunity for Many
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The Impact of the Dexcom Ad on Type 1 Diabetes Awareness
When I saw Nick Jonas's Dexcom Super Bowl advertisement, I felt a wave of excitement, much like many others living with type 1 diabetes. I proudly glanced at the device placed discreetly on my arm, thrilled to see representation on such a grand platform.
Traditionally, managing blood sugar involved the tedious process of finger-pricking. Patients had to use a small needle to draw blood and apply it to a test strip, which a glucometer would then analyze multiple times daily. However, the introduction of Dexcom changed this routine significantly.
Now, instead of constant finger pricks, individuals could insert a sensor into their abdomen or arm every ten days, receiving updates every five minutes. This innovation eliminated the uncertainty of blood sugar levels, offering peace of mind and simplifying diabetes management.
Section 1.1 The Commercial's Controversy
Despite the advantages of this device, many viewers expressed discomfort with the commercial. Critics took to social media to voice their concerns, pointing out the irony of a company spending $5 million on an advertisement for a product that remains unaffordable for many people with diabetes. This sentiment was particularly poignant in light of the ongoing struggles many face in accessing essential insulin.
As noted by Esquire, while a Dexcom device can enhance the quality of life for those with type 1 diabetes, the ability to live depends heavily on access to insulin. The stark reality is that without insulin, survival is not guaranteed. The price of insulin has surged from $20 per vial in 1996 to approximately $275 today for the same medication.
Subsection 1.1.1 The Financial Burden of Managing Diabetes
For those living with type 1 diabetes, managing the condition can be financially burdensome. For instance, a three-month supply of insulin vials for my pump amounts to $1,100. With a high-deductible insurance plan, I must pay out-of-pocket until I reach $2,100 in expenses. Additionally, a month’s supply of Dexcom sensors costs around $226.
Living with a chronic condition like type 1 diabetes has always been expensive. Unfortunately, the Dexcom ad did not resonate with the type 1 diabetes community, as it was primarily aimed at the much larger population of those with type 2 diabetes.
Section 1.2 Target Audience of the Dexcom Ad
Although Dexcom has contributed significantly to the type 1 diabetes community, the real financial gain lies in addressing type 2 diabetes, which affects approximately 34 million individuals compared to just 2 million with type 1.
As Ross Wollen from ASweetLife points out, the commercial sparked emotional discussions among those with type 1 diabetes, yet they were likely not the intended audience. In fact, the term "type 1" was notably absent from the advertisement. The focus was rather on the larger group of type 2 diabetes patients, along with their families, caregivers, and healthcare providers.
Chapter 2 Addressing the Affordability Crisis
The overarching aim of the advertisement was not to discuss the costs associated with diabetes management but rather to entice individuals with type 2 diabetes to consider their device, thereby increasing profits. As many type 1 diabetes patients watched the ad, they were reminded of the financial disparities that exist within the same health condition.
With the emergence of advanced diabetes management technologies, it is disheartening to acknowledge that a significant number of individuals cannot afford these solutions. The Dexcom advertisement encapsulates this reality. Instead of investing $5 million in initiatives to enhance access to their technology, the company opted to market itself through a celebrity who likely has never faced the financial struggles of managing diabetes. As type 1 diabetes patients continue to rely on GoFundMe campaigns to cover insulin costs, Dexcom’s profits may well rise while many continue to grapple with affording their vital technology.
The second video titled "Dexcom Super Bowl Commercial 2023 Nick Jonas Feels Like Magic Ad Review" discusses the implications of the ad and further analyzes its impact on the diabetes community.