Buzzback’s Messaging Approach + new CGM market insights reveal what moves patients — and what’s next for brands.
CGMs don’t just track glucose, they reshape patients’ confidence, outlook, and daily lives.
Before using a device, many report anxiety, frustration, and feeling overwhelmed. But once they’ve lived with a CGM, those emotions shift dramatically toward confidence, empowerment, and hope. The chart below highlights how patients’ emotional journeys evolve with CGM use.
Buzzback uses a few different approaches to identify patients’ reactions to CGM messaging to determine the most effective and motivating messages. Our framework consists of a rational evaluation, emotional assessment, bundling and refinement.
Our rational evaluation includes an assessment of individual messages on customizable key metrics + MaxDiff analysis. This provides the foundation of any messaging evaluation but is only part of the story.
In addition to quantitative feedback, we take a closer look at the individual messages that bring it to life. By dissecting each claim, we identify what truly resonates with your key audiences and what falls flat. Through qualitative tools like our Emotions Chart, we add deeper context for optimization, uncovering both strategic shifts and tactical tweaks that strengthens every message.
To shape your brand story, we combine TURF analysis with respondent-led story building to identify the messages that deliver optimal reach and resonance. This forms the next layer of your narrative.
Using a combination of the above research methods, respondents were shown various sample messages using “Product X” to represent a generic CGM brand. The messaging focused on different benefits: glucose control, safety, dosing, information, and cost & support.
The CGM market is entering a new era of growth, projected to reach over $20B by 2032, nearly tripling in size within a decade. Rising diabetes prevalence, advances in sensor technology, and expanding applications beyond diabetes are accelerating adoption worldwide.
With leading players like Abbott, Dexcom, and Medtronic dominating the landscape, the race is now about accessibility, affordability, and integration into everyday wellness. For healthcare brands, the bigger picture is clear: CGMs are moving from a niche medical device to a mainstream tool for proactive health management.
Diabetes rates have been steadily rising globally, with a huge population of people with untreated diabetes. In the US, the CDC reports 37.3 million people, or 11.3% of the U.S. population, had diabetes as of 2022, and approximately 8.6 million people have diabetes but have not yet been diagnosed. 26.4 million people aged 65 years or older (48.8%) have prediabetes.
CGM technology is advancing rapidly, with sensors becoming smaller, easier to wear, and longer-lasting. New devices now offer extended wear times, real-time data streaming to smartphones and wearables, and AI-driven insights that anticipate highs and lows before they happen. These innovations not only reduce patient burden but also make CGMs more attractive to a wider population, fueling market growth.
CGMs are moving beyond diabetes management into the broader wellness and performance space. Athletes, biohackers, and health-conscious consumers are adopting CGMs to optimize diet, exercise, and overall metabolic health. With OTC approvals and subscription models emerging, the wellness movement is opening new doors for CGM adoption and shifting the category from clinical necessity to lifestyle enabler.
Despite rapid adoption, CGMs remain expensive for many patients. High device and sensor costs, along with inconsistent insurance coverage, can limit accessibility. Without broader payer support and innovative pricing models, affordability will remain a key challenge for mass adoption.
CGMs deliver a wealth of data, but not all patients have the health literacy or digital confidence to interpret it. Clear communication, user-friendly design, and patient education are critical to ensure that real-time data translates into real-world health improvements.
As CGMs become more connected to smartphones, apps, and cloud platforms, concerns about data security and privacy grow. Patients want assurance that their personal health information is protected — making transparent data practices and compliance a necessity for brand trust.
Anchor Your Story in Outcomes Patients Care About
Messages focused on glucose control, dosing accuracy, and fewer fingersticks consistently drive the strongest motivation. Brands should highlight clear, tangible health benefits over vague claims.
Pair Rational Proof with Emotional Resonance
Patients respond not just to statistics (e.g., “95% in range”) but also to emotions like trust, confidence, and relief. Messaging that blends credibility with empathy is most effective.
Build Cohesive Stories, Not Just Standalone Claims
Respondent-led story building shows that patients naturally weave safety, usability, and accessibility together. Brands should frame communications as holistic narratives, not disconnected benefits.
Broaden Access Beyond Diabetes Care
With the wellness movement and OTC availability accelerating, CGMs are becoming lifestyle tools. Positioning should reflect both clinical credibility and consumer empowerment.
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