Insulet details ‘Scrubs’ device promotion win

Insulet has always been a strong leader in the medtech industry when it comes to its marketing game—and the diabetes device maker isn’t looking to rest on its laurels. During its first quarter financials, the company— which markets the Omnipod wearable insulin patch—told investors in a May 6 statement that it has been looking to boost marketing and awareness in the U.S. to up sales. Omnipod's exposure on national television platforms and targeted brand campaigns “drove measurable upticks in patient engagement and script reactivation,” the company said. Speaking on a call with investors its CEO Ashley McEvoy said: “Our investments in our brand are also delivering unique commercial value. We have the most recognized brand in the category, which continues to bring in new users and generate traction with prescribers that our sales force doesn't actively target.” McEvoy also pointed to the company’s most recent marketing push that saw its device promoted on the revival of the medical comedy TV show “Scrubs.” Insulet’s TV promo came to be as part of a plotline surrounding an annual barbecue party hosted by the show's chief of surgery, Christopher Turk, and his wife, nurse Carla Espinosa. Turk, played by actor Donald Faison, was diagnosed with Type 2 diabetes during the original run of Scrubs in 2004. After learning to manage his diabetes throughout the show, Turk has returned for the 2026 Scrubs revival with some new tricks up his sleeve—or rather, under his sleeve. In the episode, which aired on April 1 on ABC and streams on Disney Plus, titled “My Best Friend’s Barbecue,” Dr. Elliot Reid (Sarah Chalke), wonders if Turk can “still eat sweet barbecue sauce” with his diabetes. The answer is yes—“I got my pod, I can dose insulin from my phone for any meal I want,” Turk says, flashing his phone and pulling up his sleeve to showcase his Omnipod wearable. McEvoy said that: “Omnipod's feature appearance on the TV show Scrubs was a resounding success at raising awareness and amplifying representation.” He explained that after the show had aired, Insulet’s inboxes “were flooded with stories about how meaningful and moving it is to see people with diabetes show up like this, living their lives daily with ease.” Unusually for a CEO speaking during an investor call, McEvoy called out a specific message they received. “These moments also drive action like Michelle, who has Type 1 diabetes and reached out to one of our support specialists online after watching the episode. Michelle had a script for Omnipod written 3 years ago but never moved forward. With this nudge, we successfully reengaged her and got her started on Omnipod.” He added that market development “remains a top priority,” and that the company is “seeing strong traction with our global [key opinion leaders] engagement and professional education efforts.” This includes doubling the size of its U.S. peer-to-peer education program in 2025, while it expanded it by more than 50% year-over-year this quarter.