The project is being developed in partnership with Insulet Corporation.
It’s important to reach patient populations where they’re at. Sometimes, traditional marketing methods aren’t effective means of doing so, so pharma companies must find unique messaging platforms. Since marketing is essentially just storytelling, pharma companies are looking for popular mediums to tell the stories that matter to the patient populations they’re trying to reach.
Marvel Comics announced a new comic book starring a superhero that lives with type 1 diabetes. The project is being developed in partnership with Insulet, a company that produces tubeless insulin pumps. According to the two companies, the goal of the book is show a character that represents a population that doesn’t feel seen in pop culture.
In a press release, Insulet’s president and chief executive officer Ashley McEvoy said, “Managing diabetes, especially when it involves intensive insulin therapy, requires making countless decisions. From calculating insulin doses to monitoring blood glucose levels, the mental burden can be overwhelming. Collaborating with Marvel on this story empowers readers from the diabetes community to see themselves represented. Diabetes can be a part of what makes you strong by harnessing the technology of Omnipod 5 to help simplify life.”
Jeff Hitchcock, founder, president, and CEO of Children with Diabetes, added in the same press release, “Representation remains critical in shaping perceptions and reducing stigma around chronic conditions, especially for young adults and children managing something as complex and personal as diabetes. Seeing a hero who lives with diabetes, and thrives, can help break down stigma and open the door to conversations about management and support. This comic is an exciting step forward for the community.”
The comic stars a character named Omnya who must balance discovering her superpowers while also managing her type 1 diabetes. The story is written by Paul Allor, a comic book writer who has previously worked with Marvel and also has personal experience living with diabetes. The idea was inspired by a survey conducted by Insulet that asked people living with diabetes about media representation. According to the results, the majority of respondents felt that accurate media representation is important, but research also shows that many members of this patient population don’t feel that see themselves represented in pop culture entertainment.
Aside from producing comic books, Insulet also recently published its 2024 sustainability report.2 According to the report, the company promoted the use of renewable energy sources by installing solar panels, participated in Pod takeback programs across the country, and expanded its reach to international communities. The company also began the process of developing efficient and sustainable packaging for its products.
In a press release issued at the time, Insulet’s vice president of global sustainability and chief sustainability officer Lisa Brady said, “At Insulet, our sustainability impact is inextricably tied to our mission as a company and our workplace culture. Through our products and innovative business models, we can make life simpler for millions of people with diabetes while improving health outcomes. We remain steadfast in our commitment to creating positive change––for people with diabetes, for our environment, and for our communities.”
