There are so many similar contests soliciting diabetes stories from patients that you can hardly swing a cat on the Internet without hitting one, if y'all get my drift.
And these contests must be VERY popular! My podcast interview of Bruce Braughton, Vice President, Insulin Franchise for Sanofi U.S., about the "Diabetes Co-stars Casting Call" contest (here) has been listened to over 21,000 times since December 6, 2012. It gleaned more listens than any of my other 200 or so podcast interviews (see here).
The winner will be invited to spend a day with Pharmaguy™ in his home office in Newtown, PA. No expenses will be paid.
It seems that y'all don't have to be too creative or worry too much about targeting and such when marketing in the diabetes arena. Just find a celebrity with diabetes, pay her (and her children or spouse) well, launch a contest where the winner can schmooze with the celebrity, and voila! Y'all got ROI! By which I mean lots of responses, page views, video views, etc. Sales? I dunno...