Steglujan® / Merck: I'm the Type

STEGLUJAN, a prescription medicine, was launched in the US to build awareness and trial the medicine among younger, more ethnically diverse Type-2 Diabetes (T2D) sufferers who were busy with a hectic lifestyle.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Nearly one in five US adults have Type 2 Diabetes, with age of diagnosis skewing increasingly younger.

The STEGLUJAN I'm the Type campaign addresses today's sufferer who aspires to control diabetes despite a hectic lifestyle. Based on insights from a multi-phased research plan, the TV spot showcases a range of diverse patients.

Despite a delayed launch due to COVID-19, the campaign successfully increased awareness, website traffic and drove new prescriptions.

Marketing Challenge

STEGLUJAN faced multiple challenges: 1) the diabetes category is highly competitive with large...

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