“I’m a Barbie girl in the medical marketing world?”

One year after rebranding from the Juvenile Diabetes Research Foundation to Breakthrough T1D, the healthcare advocacy organization made headlines earlier this month for its work on the latest Barbie doll.

Breakthrough T1D collaborated with Mattel to create the first Barbie doll to feature a continuous glucose monitor (CGM) and an insulin pump.

The doll has been well-received, particularly among patient advocates who say the partnership brings renewed attention to type 1 diabetes – a condition that affects an estimated 2 million Americans.

MM+M summer intern Lola Offenback spoke with a pair of leaders from Breakthrough T1D about working with Mattel to bring a Barbie with type 1 diabetes to life, how the project elevates the experience of those living with the condition and the key marketing lessons for other health brands.

-TRENDS

For the Trends segment, our reporter Heerea Rikhraj walks us through the Depo-Provera controversy affecting Pfizer and what medical marketers need to know about it.

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Music: “Deep Reflection” by DP and Triple Scoop Music.

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