Allurion
Regional Launch
THE BRIEF
Diabetes, ‘the silent pandemic’, impacts one in five in the UAE, three times deadlier than COVID-19. The UAE is currently ranked the 10th-highest in the world for diabetes prevalence. And yet Type 2 diabetes, which affects the majority of adults with the disease, is described as preventable in nearly half of all cases. Atteline launched Allurion in the UAE, the world’s first weight loss device requiring no surgery, endoscopy, or anaesthesia. With two in three people overweight or obese in the Middle East and one in five with Diabetes, Atteline’s job was to launch Allurion and change the community’s approach to weight loss and prevent the diseases attributed to it, including cardiovascular disease, cancer, Diabetes and polycystic ovary syndrome to name a few.
THE DELIVERY
There was no doubt Atteline needed to not only launch Allurion but educate a community about the severity of the findings. To do this, media relations in consumer, trade, and corporate publications were imperative via a mix of profiling, bylines, commentary, press releases and media alerts. The findings from our research were frightening, and it was soon realised that Diabetes was just as much of an issue as being overweight in the UAE. Together we were dedicated to ending obesity and, in turn, Type 2 Diabetes. With this in mind, Allurion ran an urgent clinical study, and this new clinical data announced the Allurion Program as an emerging novel treatment for Type 2 diabetes and prediabetes, presented at ObesityWeek® 2021 and across media in November 2021.
THE OUTCOME
We announced the novel treatment for Type 2 Diabetes with the clinical study which surveyed 1,500 people in UAE, bringing to light crucial findings related to weight, snacking habits during the pandemic, failed attempts to lose weight, and much more. Our outreach resulted in 373 pieces of coverage across print, online, radio and television platforms with 100% key message penetration, reaching over 168.24mn people across the region. We secured a PR Value of $45,510,722 for the client, which included 14 pieces of broadcast coverage. Allurion has now treated over 100,000 patients and delivered over 350% revenue growth in Q2 2022.