Roche Diagnostics Belgium launches creative campaign with Timesulin

One of the world leading companies in Diabetes Care, Roche Diagnostics, has partnered with London-based Timesulin to run a special co-marketing campaign in Belgium, offering customers who order an Accu-Chek Mobile blood glucose monitoring system a complimentary Timesulin unit for their insulin pens to ensure all-round better insulin management. The campaign aims to improve adherence to recommended testing frequencies and ease worry and anxiety of people with diabetes around their insulin administration for the more than 100,000 people living with Type 1 and advanced Type 2 diabetes in Belgium.

Timesulin is a new brand to the global diabetes care platform, first launched to consumers in February 2012. The smart replacement cap is compatible with all major insulin pen brands and has an incorporated timer to show users how long it’s been since their last insulin injection to help avoid missed or accidental double insulin doses – a major cause for anxiety for those living with diabetes, as well as their caregivers.

The Accu-Chek Mobile system is Roche Diabetes Care’s strip-free blood glucose monitoring system with 50 tests on a continuous tape. This makes blood glucose monitoring even easier, as people with diabetes do not need to handle or dispose of single test strips or lancets. This enables people with diabetes to discreetly check their blood glucose levels virtually whenever and wherever they want, without the need to handle or dispose of single test strips.

The synergy between the Accu-Chek Mobile blood glucose monitoring system and the Timesulin smart cap for insulin pens is a natural fit for the Belgian market where the ‘Convention’-style diabetes care system works hard to ensure safer, more balanced lives for patients with diabetes. Klaas Gutschoven, Head of Marketing and Business Development Diabetes Care at Roche Diagnostics Belgium says, “Both Timesulin and Roche share a genuine passion for making life easier for people living with diabetes. The simplicity that the new Timesulin smart cap brings to people with diabetes is something that really resonates with the Roche portfolio of diabetes care products in general - and the strip-free Accu-Chek Mobile system in particular.”

And the Belgian diabetes community agrees. Tom, an early online fan of Timesulin says “I’ve got a very busy life. And before I got my Timesulin caps I often doubted whether I had taken my insulin shot or not. Because of this, I often experienced a hyperglycemia, with all the dangerous consequences. Now that I have the Timesulin caps I’m sure that I took my shot, and when I took it. It has saved me a lot of frustrations. It’s so simple but effective and indispensable for everyone who has diabetes. I’m feeling a lot healthier and safer!” Additionally, both Timesulin and Roche’s Accu-Chek Mobile system have been a hot topic on the popular online diabetes forum www.diabetesforum.be where users have been actively discussing the arrival of this new, simple technology and the impact on their lives.

Timesulin co-founder and CEO, John Sjölund, himself living with Type 1 for more than 27 years, is blown away by the response to Timesulin, “We are thrilled to collaborate with one of the leaders in diabetes care to ensure that more people have access to the peace of mind that Timesulin offers. Timesulin is exactly the product that was missing from my diabetes care kit and to have this handy tool available around the globe is extremely gratifying.”

Thanks to the campaign, people with diabetes in Belgium can now benefit from the Timesulin cap if they are treated in the diabetes convention and if their diabetes team decides that the Accu-Chek Mobile system is the right blood glucose monitoring system for them. Each Accu-Chek Mobile system issued during the campaign will be shipped with a voucher for one complimentary Timesulin unit to match their insulin pen. Timesulin is currently compatible with the FlexPen from Novo Nordisk, the SoloSTAR insulin pen from Sanofi, and the KwikPen from Lilly. For additional information, please visit www.timesulin.com.

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Notes for Editors

• Hi-res images available.
• We can facilitate interviews with diabetes specialists, familiar with Timesulin, available for interviews.