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Dexcom Case Summary

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Background
Dexcom is a medical device company based out of San Diego that uses innovative technology to improve the quality of life for diabetics across the globe. Dexcom is transforming diabetes management by providing superior continuous glucose (CGM) technology to help patients, and healthcare professionals better manage diabetes. Dexcom was founded in 1999, and went public in 2005. Kevin Sayer is the current CEO, and is on the board of directors with eleven others majority of whom have significant experience in the diabetes industry.

Products
1. Dexcom G4 Platinum. Brought to market in 2012 G4 PLATINUM set a new standard for commercially available CGMs, making the Dexcom G4 PLATINUM the most-advanced CGM system available. Previously the diabetic had to prick their finger for blood every 2-3 hours to monitor their blood sugar, however this product enabled the user to only have to prick their finger twice a day morning, and night.
2. Dexcom G5 (CGM) System. Brought to market in 2015 the Dexcom G5 is the …show more content…
They believe this is the main driver in getting their product into the hands of the consumer. Dexcom employs a direct sales force of 132 people in the United States, and across Europe. The sales force calls directly to healthcare providers, and diabetic patients to initiate the direct sales of their products. The main goal of the sales team is to get physicians to recommend Dexcom’s product to all of their patients, which is another key driver in sales (word to mouth). Their sales teams works in a cyclical market, which is based around insurance premiums. Dexcom markets their product on television, in print, digital and video media, offer sponsorships, host or participate in diabetes related events, conduct public relations, and maintain a brand ambassador program. Dexcom highly values marketing campaigns, which is reflected by the millions of dollars they spend each year on

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