Dеxcom Warriors Bulgaria Campaign for diabetes control
Dexcom Warrior Program is a consumer communications campaign that strives to promote advantages of innovative technologies for diabetes management. According to the data from University Hospital of Endocrinology diabetes is high on the list of significant diseases amongst the population in Bulgaria with 503,000 registered diabetics, of them 4.7% with type 1 diabetes, and 21% insulin-dependent. At the same time people with insulin-treated diabetes are still unaware about opportunity to receive modern treatment through continuous glucose control systems. Patients with diabetes in Bulgaria still use the traditional measuring devices for blood sugar which bring temporary discomfort caused by the pricking of fingers. Moreover, technology in diabetes healthcare is a rare exception as well as age factor for patients & HCP. There are many patients with diabetes, over 60 years old and the physicians treating them are usually not much younger.
This is why an integrated communication campaign was essential to raise awareness about people with diabetes and attract attention of society to the significance of CGM. The main PR challenge was to change apprehension of diabetes that has been widely ignored for too long in Bulgaria. We had to fight people’s mistrust with technologies and show them that new and advanced methods could help patients with diabetes. High-tech blood measuring devices have been on the market for years and it is time to be introduced in Bulgaria!
The other challenge was to attract people who are active on social media networks as well as vocal about sharing their diabetes journey. Fortunately, after careful research we managed to find the right people and choose them for Bulgaria Warriors.