NEW YORK: Diabetes testing-supplies company Home Diagnostics (HD) has hired Marina Maher Communications to promote what it touts as the world's smallest glucose monitor.
The account is estimated to be in the mid- to high-six-figure range over the next year.
This is the first time that the 20-year-old company is working with an agency, noted Adam Sohn, head of corporate communications.
This month, the company received FDA approval to market Sidekick, which is believed to be the smallest available blood-glucose tester.
HD is one of several companies that manufactures products that carry retail pharmacies' names. But with the launch of Sidekick, the company is now hoping to increase its profile.
"There is no greater compliment than when Wall Street is asking, 'Who makes the world's smallest glucose monitor, and why haven't we heard of them?'" Sohn said. "There's a real opportunity to tell a corporate story."
HD considered five agencies before selecting Marina Maher.
The firm will promote Sidekick among consumer health reporters. It also will leverage National Diabetes Awareness Month, next month, to pitch stories on gestational diabetes and traveling with diabetes.
"The world's smallest isn't always the easiest to use," Sohn said. "We wanted to create something that was very portable ... but also very useable."