Question · Q3 2025
Bill Plovanic asked for further clarification on Insulet's direct-to-consumer (DTC) marketing efforts, specifically regarding the interplay between digital and mass media campaigns and their impact on both prescribers and patients.
Answer
Eric Benjamin (COO) explained that Insulet's demand generation engine produces qualified leads. These motivated customers then engage with physician offices, easing conversations for healthcare providers and demonstrating patient readiness for technology, especially in Type 2. He also noted that approximately 65% of leads in Q3 came from patients whose providers were not directly called on by the sales force, creating warm invitations for future sales engagements.