Insulet has started a full market launch of the Omnipod 5 Automated Insulin Delivery (AID) system. The Acton, MA-based even has a TV spot to bring more awareness to the technology.

This shouldn’t come as a surprising move from the company as it once raised awareness for diabetes through a collaboration with Nintendo’s Animal Crossing New Horizons video game.

It also follows the trend of medtech companies feeling more comfortable going to the airwaves to get the message out about devices and products.

Insulet’s  Omnipod 5 is a tubeless AID system that integrates with the Dexcom G6 CGM system to help protect against high and low glucose levels. 

Insulet said the device is also the only tubeless AID that offers the option of using a compatible smartphone or the separate Omnipod 5 Controller, which is provided to every customer. Insulet is continuing to expand its list of compatible smartphones to make this option available to as many people as possible who are living with diabetes.

Insulet won a nod from FDA for the Omnipod 5 in January and had a limited release.

Marie Thibault, an analyst with BTIG said, “the limited market release (LMR) was expected to last anywhere from three to nine months (from February 23). We think this indicates successful user experiences and logistical capacity during the LMR, which allowed physicians to write prescriptions through a limited distribution network of specialty and mail order pharmacies.”

Insulet is scheduled to report 2Q22 results after market close on Thursday.

Thibault said, “During the [earnings] call, we will look for additional updates on adoption trends during the expanded phase of the LMR, efforts to expand payor coverage, integration with next-generation CGMs (G7 and Libre 3), and timing of iOS integration, FDA clearance for the pediatric label (ages 2-6), clinical trial commencement for O5 in T2D, and O5 clearance in Europe.”