Covidien plc launched an all-out marketing blitz on Type 2 diabetes, complete with a new website and a celebrity spokeswoman best known for her frequent appearances on Oprah.
The Mansfield-based medical device conglomerate launched its “Our Resolution” campaign to educate some of the nearly 171 million people suffering from Type 2 diabetes on the benefits of bariatric surgery in combating the disease.
The marketing blitz will begin June 21 at the 26th Annual Meeting of the American Society for Metabolic & Bariatric Surgery in Grapevine, Texas, and will move on to three cities: Atlanta, New York and Minneapolis.
The new marketing push comes a year after Covidien launched another bariatric surgery informational site, www.bariatrics4diabetes.com, about the benefits of bariatric surgery in treating diabetes.
Unsurprisingly, Covidien is a major player in the bariatrics market, having signed a co-marketing agreement for the LAP-Band adjustable gastric banding system in 2007, as well as marketing various other products in the space.