Insulet, a pioneer in diabetes treatment, is best known for Omnipod, a wearable insulin delivery system. A first-of-its-kind therapy, Omnipod freed people with diabetes from traditional tubed pumps and daily injections, delivering insulin automatically through a small, waterproof pod worn directly on the body. However, like any novel medication or device, insurance coverage for Omnipod was inconsistent. We worked with Insulet to create the Advocacy for Access program to change that.
Advocacy for Access gave patients and caregivers the tools to advocate for insurance coverage with their insurers and employers. The campaign strategy called for a brand identity focused on real people and real moments, one that called for action. We built a website as its focal point, offering real patient stories and resources on petitioning insurers and navigating challenging appeals processes.
We also developed an array of materials, including email and letter templates to equip those managing diabetes — and their families, friends, and treating physicians — to educate insurers and employers deciding their healthcare coverage. The website also provided connections to other advocacy and support groups and resources about diabetes management, insurance coverage, and the appeals process.
The result was a program that turned individual frustration into collective advocacy, giving patients a real voice in a process that too often left them powerless. By arming people with the language and tools to make their case, Insulet’s Advocacy for Access helped shift coverage conversations one insurer, one employer, and one appeal at a time, building momentum toward a future where all patients have access to the care they need.
