Welcome to the New Face of Big Pharma

On eve of Obamacare, brands shift marketing from pill pusher to best friend

Justin, a 12-year-old with Type 1 diabetes, just started middle school and was bummed he had to regularly check his blood sugar between periods while his pals rushed to the next class. It’s exactly the kind of everyday problem that drives parents of diabetic kids batty. But Justin figured out a solution by inventing a game called “Fantasy Diabetes,” modeled after Fantasy Football. Fourteen of his classmates promptly signed up, and twice a week they gather around Justin after class, guess what his blood sugar is going to be before he tests it, and earn points for the best guess.