Insulet has always been a strong leader in the medical technology industry when it comes to marketing strategy. And this diabetes equipment maker has no intention of resting on its laurels.
The company, which sells Omnipod, a wearable insulin patch, told investors in a May 6 statement during its first-quarter financial report that it is looking to increase marketing and awareness in the U.S. to grow sales.
Omnipod’s exposure on national television platforms and targeted brand campaigns “has resulted in measurable increases in patient engagement and script reinvigoration,” the company said.
“Our brand investments also deliver unique commercial value. We have the most recognizable brand in our category, continue to acquire new users, and are generating traction with prescribers that our sales force is not actively targeting,” said Ashley McEvoy, CEO of the company, on a conference call with investors.
McEvoy also pointed to the company’s recent marketing efforts to promote its devices in conjunction with the revival of the medical comedy show “Scrubs.”
The TV ad for Insulet was part of a plot revolving around the show’s annual barbecue party hosted by Chief Surgeon Christopher Turk and his wife, nurse Carla Espinosa. Turk, played by actor Donald Faison, was diagnosed with type 2 diabetes during the original episode of Scrubs in 2004.
Turk, who learned how to manage his diabetes through the show, is back with some new tricks for the return of Scrubs in 2026, or rather behind the scenes.
In the episode titled “My Best Friend’s Barbecue,” which aired April 1 on ABC and is also available on Disney Plus, Dr. Elliot Reed (Sarah Chalke) wonders if Turk, who has diabetes, “can still eat sweet barbecue sauce.”
The answer is yes. “I got a pod, and I can administer insulin from my phone with any meal I want,” Turk said as he flashed his phone and rolled up his sleeve to show off his Omnipod wearable.
“Omnipod’s featured appearance on the TV show ‘Scrubs’ was a huge success in raising awareness and expanding representation,” said McEvoy.
He explained that after the show aired, Insulet’s inbox was “inundated with stories about how meaningful and moving it was to see people with diabetes come out like this and go about their daily lives with peace of mind.”
Unusual for a CEO to speak during a conference call with investors, McEvoy highlighted specific messages they received.
“These moments can also serve as a call to action, like Michelle, who has type 1 diabetes, who reached out to support professionals online after watching the episode. Michelle wrote the script for Omnipod three years ago, but it never moved forward. Through this outreach, we were able to re-engage her and get her on board with Omnipod.”
He added that market development “remains a top priority” and the company “is seeing strong traction from global (key opinion leader) engagement and professional education efforts.”
This includes doubling the size of U.S. peer-to-peer education programs in 2025, which grew more than 50% year-over-year this quarter.
