This article was originally published in PM360 Online.
Simplifying Wellness, Amplifying Impact
Sanofi + ixlayer
The Elite 2024 Marketing, Trade, and Commercial Innovation Team demonstrated bold leadership and strategic ingenuity with the launch of Screening Central—a first-of-its-kind, direct-to-consumer platform that allows patients to request type 1 diabetes (T1D) autoantibody screening and addresses critical gaps in T1D awareness and early detection.
Following insights from “The Cost of Not Knowing” survey by Beyond Type 1 (commissioned by Sanofi), the team identified a staggering disconnect: 72% of adults with T1D who didn’t screen were unaware autoantibody testing existed at time of diagnosis, and 84% of those aware faced perceived barriers to access. At a time when 58% of US consumers prioritize wellness, according to McKinsey, the team knew awareness alone wasn’t enough—they needed to create a tangible, accessible path to action.
Engaging with ixlayer, they transformed a traditional disease state awareness campaign into Screening Central—an integrated, secure, and fully compliant platform hosted on Sanofi’s ScreenforType1.com. The platform helps you understand your screening options, including at-home kits, lab access, and mobile phlebotomy, supported by CLIA-certified labs and insuranceoptimized pricing. The experience is entirely userinitiated, guiding users from education through results and connection to care via virtual or in-person HCP scheduling.
This effort resulted in real-world impact: 15% of users screened were identified with at least one T1D-related autoantibody, and 3% tested positive for two or more—enabling timely referrals to endocrinologists and proactive care. The team’s approach showcases how commercial innovation can bridge the gap between marketing and medicine. By removing barriers and empowering patients through technology, they’ve set a new standard in wellness engagement—one that turns awareness into life-changing action.
CLICK HERE to learn more about how ixlayer works with biopharma leaders to integrate a complete end-to-end, direct-to-patient experience into their marketing campaigns.
About ixlayer
ixlayer has the only end-to-end, direct-to-patient platform built for biopharma and optimized for patient choice. We help biopharma companies connect with patients from testing to treatment with speed, transparency, control and impact.
