Insulet Corporation (PODD) Earnings Call Transcript & Summary
August 12, 2021
Earnings Call Speaker Segments
Matthew Taylor
analystOkay. Great. I see we got Eric and Bret. Waiting for Deb there. Can you guys hear us okay?
Bret Christensen
executiveYes. We can hear you fine, Matt. I think Deb was going to join as participant and wasn't going to be in this panel for…
Matthew Taylor
analystOh, okay. My bad. Okay. So why don't we get started? I can introduce everybody. So this panel is going to be a 45-minute fireside chat with Insulet. This is -- both -- if you look on the left-hand side, Eric Benjamin, Senior VP of Innovation and Strategy. We also have Bret Christensen, EVP and CCO of the company. So really appreciate you guys joining us, and it's a unique opportunity. We always get to talk to you guys, so I'm really looking forward to it. As always, if you have questions for me to ask the team to send them through the app. And why don't we get going? I'm going to come down here in the lounge. Okay, guys. Maybe to start, why don't we just start with a big picture overview? Talk a little bit about the business and your mission. And let's just discuss how you've been performing, which has actually been rather well.
Bret Christensen
executiveYes. And thank you, Matt, for having us. So yes, halfway through the year, we just reported Q2 earnings and strong financial performance. We continue to deliver on our financial goals, but also our strategic imperatives which are really critical to our future success. More importantly, I think the key performance indicators for the quarter and the year and fundamentals of the business are very strong. We mentioned on the call that Q2 was a record new patient start quarter for us in both the U.S. and worldwide, but we continue to see strong drivers in type 2, where in the U.S., somewhere between 30% and 40% of all of our new starts are type 2. We've grown DASH access consistently in the U.S. now to about 80%, and about 75% to 80% of all of our new starts are on DASH and in the pharmacy channel. And then internationally, we have continued to have strong growth drivers in DASH and international expansion. So the fundamentals are very strong. We point to those because our model is a durable annuity-type model, where any one quarter of earnings is not necessarily representative of the performance in that quarter, but more likely the performance of the previous 4 quarters. So we try to have sustained new start growth, low attrition. And those add up and provide sustained durable growth.
Matthew Taylor
analystGreat. Fantastic. Thanks for that intro. Can we talk a little bit about more recent trends? And I ask because Delta is very topical. And maybe you could speak to, a, any trends that you're seeing, obviously; but b, the durability of your business through COVID last year, even when things were really bad.
Bret Christensen
executiveYes, I'll start there. Actually, Matt, last year, when -- in Q2, just a year ago, when COVID was just starting and everything was shutting down, including the work life at Insulet, where we started to work from home, that was a challenge for many companies. But because of -- again, because of our durable business model, what we actually reported out in Q2 was really the result of the previous 4 quarters of new start -- really strong new start growth and had a very strong revenue quarter of about 30% growth in the U.S., even though it was one of our worst quarters for new starts. So again, we live with that life of a running year of new starts and performance because we are this annuity. We don't rely on that upfront revenue, of course, like others do. We really just make our money with selling Pods, and so it's really important to us to have a large user base that is very active and using and ordering Pods. As far as COVID goes, we've gotten really good at doing business in this new world. Last year, the majority of our trainings were virtual. Majority of our sales calls were virtual, and we continue to, throughout the year, slowly progress and improvement on that performance. Today, we are watching this new Delta variant closely. We're not seeing a material impact on our business, but we have a lot of growth drivers really working against any headwind that is still there, including our direct-to-consumer efforts in the U.S. and in some parts of Europe like the U.K. And I always like to remind everyone that we launched DASH in the middle of the COVID in Europe, where we rolled out DASH to all of our markets outside the U.S. We have really strong growth drivers that are helping assist with any headwinds that still remain with COVID.
Matthew Taylor
analystOkay. Great. Thanks for that. And you touched on Europe. I was going to ask one about geographic trends and mix. Maybe just touch on anything that you're seeing differently there to call out. What's the further catalyst pathway for Europe?
Bret Christensen
executiveYes. The growth drivers in Europe are different, frankly, than they are in the U.S. DASH has been the primary growth driver to date. So we rolled out DASH at the end of last year, and that's been tremendous for us because as access has been a bit of a challenge with -- access to physicians and sales force to have a new product like DASH to talk about has been really instrumental in keeping that momentum. We also do have a really strong effort underway for international expansion. We mentioned that we rolled out Omnipod to 5 new markets at the end of last year. We launched in Turkey at the beginning of this year, and then we called out that we would launch in Australia later this year, and, in fact, we issued a press release last night, announcing that we have officially launched in Australia, and we'll begin taking orders at the end of August. So we have plenty of growth drivers outside the U.S. Inside, of course, in the U.S., the growth drivers are a little bit different, type 2, the pharmacy channel, our strong access in pharmacy with low co-pays and pay-as-you-go. And then, of course, in bulk markets, in the U.S. and outside the U.S., we anxiously look forward to the launch of Omnipod 5, which we think is going to be an accelerator to all of these growth drivers.
Matthew Taylor
analystVery good. Very good. Okay. So this question could be really for either one of you, but I just wanted you to articulate patient and physician preference for patch pumps versus tube pumps. A lot of people talk about your footprint on the body and the form factors being an advantage. Maybe talk about how you see that. And I'll throw in another curveball, I guess. Would you ever think about having a tubed option as well?
Eric Benjamin
executiveYes. Thanks, Matt. I'll start with that one, and I might steal one of Bret's lines to answer that last part. I'll maybe start with the last part, which is when we imagine the world, we imagine if folks have the option, would you pick a pump for its tubes? And the answer to that, we believe strongly is, no. And when we think about what is it that makes Omnipod unique, it's the simplicity of the experience that allows folks to get great outcomes, combined with our unique pay-as-you-go business model and access through the pharmacy channel. And so when we think about that simplicity of the experience that we think is so critical to helping folks get outcomes, folks who as evidenced by the fact that 80% of our new starts come from MDI -- because people just wouldn't have chosen technology if it weren't for Omnipod. And so we believe that that simplicity leads to outcomes, and then we've made it really accessible through pay-as-you-go in the pharmacy channel.
Bret Christensen
executiveYes. Matt, I'll just add, it is clear to us why people choose Omnipod and why they do not. And we believe that in a patient's journey to selecting technology, they come to this crossroads where they have to choose the form factor and simplicity that is an obvious advantage for Omnipod and AID and CGM integration, which is a clear miss in our product offering today, which, again, is why we're so excited about Omnipod 5. It's also probably why we don't see a lot of movement and competitive conversions between tubeless and tube pumps because you are getting AID or you're getting the form factor of Omnipod. And we look forward to checking all those boxes and having a complete offering with Omnipod 5.
Matthew Taylor
analystGreat. Yes, I do want to get to Omnipod 5. Before we do that, let me just ask a couple of broader business questions. The first one is you talk about the mix between MDI and competitive conversions. Your MDI mix is pretty high. I guess, a, could you just remind us how much of that has been MDI versus competition? And how do you see that changing over time, especially as you get into having closed-loop systems?
Bret Christensen
executiveYes. We -- in Q2, we said it was 80%, again, so 80% of all of our new starts came directly from multiple daily injections. That's been pretty consistent for us over the past few years, where around 75% to 80% of all of our new stocks have come directly from MDI. It might have dipped down in -- a couple of years ago when Animas was pulling off of the market, and there were some of those conversions coming from that technology. But still, even in those quarters, we were very high for MDI as far as percentage of new starts. That's our focus. That's what we want to see. We know that this is a very underpenetrated marketplace, and we look to grow it. We really do look to get more and more people with type 1 and type 2 diabetes on technology like Omnipod, and so our focus has been MDI. It's been at 80%. It stayed there. As far as how it might -- may change, again, I think we don't get competitive conversions en masse. I guess about 20% of our new starts, by definition, I guess, come from competitive technologies. But I don't see that increasing until we get Omnipod 5 because, again, I think you get used to the Omnipod form factor and want to stay with that or you get used to AID, automated insulin delivery, and don't want to give that up. When we launch Omnipod 5, we might see that change. We'll see. But it certainly is an opportunity for those that are on a different technology to try Omnipod and see if they want to switch. We also, Matt, as you know, have a free trial that we -- we're the only ones that have, we call it 30 days of freedom, where anybody can try Omnipod for free. You can get 30 days of product and try it with no strings attached, no commitment, no charge upfront.
Matthew Taylor
analystGot it. And just a follow-up to that. So in the last couple of years, we've definitely seen the confluence of all these technologies driving more MDIs into the pump market. Are you still seeing that? Is that accelerating at all? Maybe just describe the trends that you're seeing in terms of conversion at a high level.
Bret Christensen
executiveYes. I guess the market is, by definition, growing. You hear us talk about record new starts. And of course, 80% of those still coming from an MDI. I think what you'll hear from the tube pump companies is also an increasing number of new starts on product and a good amount coming from MDI. So the market is getting more penetrated. It makes sense to me. It's -- technology has been around for a long time, but there's been really 3 obstacles that have stood in the way of strong penetration, at least in the type 1 marketplace, and that is the products themselves. Technology needs to be simple, and it really does need to reduce the burden of living with diabetes and not contribute to it through complexity. So as technology gets better, you'll see more and more people who are on MDI look to technology as long as it's affordable, which is another obstacle. We believe what we've done in the pharmacy channel and pay-as-you-go is tremendous and means a really predictable, low co-pay for people that want to try Omnipod and stay on Omnipod. And then the third one, really, is awareness. There's still -- surprisingly, there are a lot of people that are not aware of their options and how much improved technology really is in the diabetes industry. And so we're doing our part there as well to make sure that we can increase awareness, including DTC.
Matthew Taylor
analystAll right. Fantastic. One more follow-up on that dynamic. I just wanted to understand if you see any real difference in the MDI versus competitive dynamic in Europe versus the U.S.
Bret Christensen
executiveNot really. We do see a lot more competition as far as the number of companies in Europe. There are small patch pump companies and a few more different players in Europe, but the real main competitors are the same ones that we see in the U.S. And I think the competitive landscape feels about the same in Europe as it does in the U.S.
Matthew Taylor
analystVery good. Okay. So now I want to transition and talk a little bit about Omnipod 5. This is probably questions that both of you can chime in on. The first one is, you talked about this U.S. approval in the second half now of '21 toward the end of the year. Maybe we could start just by discussing the key benefits of Omnipod 5. Talk about how it's differentiated from other closed-loop systems.
Eric Benjamin
executiveYes. I can take that. So look, we're incredibly excited to bring Omnipod 5 to market because it is differentiated from other offerings in a number of ways. As we just talked about, the tubeless pay-as-you-go form factor is unique, bringing AID to an on-body experience like that is transformative in and of itself. It's also -- it will be the only AID system available through the pharmacy channel, will be the only AID system with user-selectable set points. We're going to price it at parity with Omnipod DASH in the U.S., so that it will be extremely affordable, and we can take advantage of some of the broad access that you've already begun to put in place. That gives rise to low out-of-pocket monthly costs. So we think we're going to be able to take all of the benefits that we've been putting in place for Omnipod DASH and add to them a differentiated AID experience. Again, on-body, algorithm, phone control, user-selectable set points, so we think we can't wait to bring it to market.
Matthew Taylor
analystSo let me ask you a follow-up on that because we've had some interesting discussions in the past, and I've had investors ask me about the algorithm. So just talk about how your algorithm is different and some of the enhancements that you could make to the algorithm over time.
Eric Benjamin
executiveYes. So I think there's 2 things that really differentiates the Omnipod 5 algorithm as it will come to market. The first is it lives on the Pod. What that facilitates is what we call full smartphone control. So a user will be able to have 2 on-body disposables, a Pod and a CGM, and remain in closed loop. So we've done all the work over the last couple of years to get that algorithm as part of the wearable and not as part of the durable. So that's big piece number one. Big piece number two, as I described, is the user-selectable set points. So we've heard from folks in our pivotal trial how valuable it is to be able to elegantly and straightforwardly customize therapy to what they need, and it's been incredibly valuable in young pediatrics and adolescents, sleepovers. So all the use cases that you would imagine and that we dreamt about as we were designing the system have been borne out as we've done clinical studies. So from an algorithm perspective, it's really the on-body form factor and the user-selectable set points. Over time, we have very high aspirations for what we'll be able to deliver from an AID experience. As I said a few minutes ago, we believe that simplicity of the experience is what unlocks the ability for people to get great outcomes, and we see lots of opportunity to continue enhancing the automation of the automated insulin delivery experience, taking away more burden and thereby helping people get even better outcomes over time.
Matthew Taylor
analystGood. Thanks.
Bret Christensen
executiveThe on-body experience for the algorithm is so important because we talk about phone control all the time, and it's going to be a tremendous experience for our user. It also eliminates a component of the system. But now imagine, you're swimming in the middle of the ocean and don't even have your phone near you. The Pod and the CGM are continuing to talk to each other and adjust insulin real time, so it's going to be a fantastic experience. I'm not sure anybody really appreciates how powerful that is for the time in loop component of AID, but also the user experience is something we really look forward to our users’ experience.
Matthew Taylor
analystGreat. Well, thanks for adding that. And then you mentioned the phone control. So I think is it right that you're initially going to launch with Android, and iOS will follow? Can you give us the time lines on that?
Eric Benjamin
executiveYes. Thanks, Matt. So we will initially launch with Android, and iOS will follow. And what we've shared is that we know that iOS is widely anticipated. We've been -- we've had the work underway for quite a while, and we look forward to updating on it as soon as we get Omnipod 5 into the hands of users who are waiting for it. One thing that may just be worth clarifying is Omnipod 5 will be available to everybody, everybody who has access on day 1. So whether they're an iOS user or an Android user, we'll provide everybody a controller, just like we do with DASH today. And so everybody who is interested in getting Omnipod 5 in a transformative Pod-based AID experience will have it day 1. And then we'll layer on additional benefits like Android-based phone control, iOS-based phone control and future innovations over time.
Matthew Taylor
analystGreat. Okay. And then, Bret, I want to ask you one about limited launch. So you're the Chief Commercial Officer. What does limited launch mean to you? Why are you doing it? How limited is it? How long does that period last?
Bret Christensen
executiveYes. A limited launch is something we just believe is the best practice. It's something we did with DASH. It gives us an opportunity to test, to get comfortable with a number of things. And so right now, we anticipate approval later in the year or later in Q4. We'll immediately move into a limited market release. What that essentially means is we will limit the number of users we'll put on product for some period of time and gradually scaling. We'll be looking at testing a number of things, mostly the user experience. So not just the product experience, but also, we're building a lot of capabilities with Omnipod 5 that we haven't talked too much about but will be very apparent at launch. Some of those are with the onboarding experience. When we went to the pharmacy channel and pay-as-you-go and effectively eliminated this 4-year warranty period, lock-in period for users, what that means is it's a great thing. It's a great thing for users and patients because, as we innovate, we do hope to innovate in short cycles, all of our users should be eligible to continue to upgrade to the latest and greatest Omnipod. But that doesn't provide the natural governor that exists with other companies, where a small portion of their base is eligible for upgrades as everybody is locked into a warranty. So for us, commercial scale and this bolus of interest from our existing base is something that's always been on our mind. So we are building and have built a lot of self-service for Omnipod 5, which means all of our users and potential first-time users can go to a website, can check their own benefits, can express interest in Omnipod and can effectively walk themselves through the onboarding process without having to talk to somebody at Insulet and go through a lot of the handholding that we do today to get somebody on product. It's really important for us for commercial scale, but it's also a completely new experience for our users and potential users. So we're going to make sure we test all of those different scenarios, and they are very unique because depending on your experience, if you have experience with Dexcom G6 and Omnipod, it's a really short cycle to get on product. If not, it's a little bit longer with a little bit more involved training. So there's hundreds of different pathways. We want to make sure they all go pretty smoothly before we open up the floodgates and offer it to everybody. So to your question, Matt, how long does it last? We'll see. We've always said it's between 3 and 9 months. If there's a silver lining between a later approval of Omnipod 5, it just means we have more time to invest some of these things. And we also have more time to build access, which we've always said was the long pole in the tent. So market access, we want to be at a level that doesn't create a lot of frustration with our existing users and new users as well. And we always said that that wasn't going to start in earnest until we got approval as payers were going to be unlikely to sign contracts. But what we found is that we've been able to get some access already. We said that we have more access today than we had at the launch of DASH for that product. So that tells you we've made some pretty good progress more than we thought we would. But the answer is a vague one. We'll see how it goes. When we enter LMR, we need to test all of those user experiences, and we still need to build access to an acceptable level before we open up the floodgates.
Matthew Taylor
analystGreat. Thanks for that. Let me just ask a clarification there. So what do you think is likely going to be the long pole in the tent? I mean, what pushes you more towards 3 months versus 9 months in the most likely scenarios?
Bret Christensen
executiveFrom what I know now, I'd still say it's access, even though we're ahead of the game there. But again, the reason why we do LMR and test all these different user experiences because we don't know. We don't know. And so we've actually tested these internally already. They look great. If we saw any issues there, we'd already be fixing them. But we need to do it in bulk, and we need to do it in the real world. And so if I had to guess, I'd say it's still access, although we're ahead there, but you never know.
Matthew Taylor
analystGot it. And that's just blocking and tackling and getting the data in front of the payers and getting them onboard?
Bret Christensen
executiveIt is. It was a heavy lift when we launched DASH because we were moving from DME to the pharmacy channel, and I know you know this. But we weren't just establishing access for the product, we were reinventing access in this industry. We were shifting the paradigm from a large upfront fee and a 4-year lock-in period to pay-as-you-go, no upfront fee, no lock-in period. So that whole concept had to be negotiated, understood and accepted by payers. We also had to negotiate rebates because there was no baseline to go off of, so we had to negotiate the pricing, the model. And they were all new contacts and entirely new channel. So DASH took us some time. And the reason I call out all that complexity is it's not going to be that way this time with Omnipod 5 because all of those things are in place and established. And as Eric said, we made the announcement we were going to price Omnipod 5 at parity. So probably the most difficult thing in these negotiations is the price or the rebate, and we've taken that out of the equation. So I do anticipate it to go much quicker than DASH for uptake.
Matthew Taylor
analystFantastic. Okay. One more on Omnipod 5. I just wanted to ask you to remind us about timing of launch outside of the U.S. geographies. Could you go through anything that you shared there?
Bret Christensen
executiveYes. Well, we haven't shared the timing. Eric might be able to give more color here as to the work that's being done, but what we have said is work is well underway and that we would start to forecast that timing with the outside world once we got approval for Omnipod 5 in the U.S. So that is completely our focus today is making sure we get that approval and that clearance by the end of the year, and then we move smoothly into that launch. But Eric might be able to give some color as to the work underway, but we certainly haven't given a time line.
Eric Benjamin
executiveYes. Thanks, Bret. Yes. Look, we've now done international launches for DASH. As Bret said, we actually did those during COVID last year. And as -- we learned a lot from that. We learned a lot about how to bring new products to market in international geographies. We learned a lot about what it takes to get the product ready and navigate the regulatory and market access, processes in all these geographies. And as Bret said, the work is well underway. So just like in the U.S., we have new user journeys from a commercial perspective that we're working out. We have new access pathways that we're working out. We have the adjustments to the product that naturally have to be made in terms of translations and a few other details for the new markets. And then there's everything that's new with Omnipod 5 in terms of new connectivity, new associated digital experiences. So we're putting all that in place, and it's going very well. As we've said, it's underway, and we look forward to updating on timing.
Matthew Taylor
analystGreat. Thanks, Eric. Okay. So this is also a topic I think we did hear from both of you, and I'd be interested to hear different aspects of your thought process as it relates to the type 2 opportunity. So the first question I'll ask is, we've seen the progress you've made, it's differentiated from your competitors. A lot of that is access. Maybe some of it is form factor. But maybe talk about your mix and the type 2 opportunity over time at a high level. Let's start there.
Eric Benjamin
executiveYes. I'll start, and Bret can build maybe. So I guess as we think about part of what's given rise to that success, DASH is a big part of that, as you said. Certainly, some of that's access, and Bret can elaborate on that and how it's helping us today. But some of it is also just that people are getting great outcomes from Omnipod DASH of those who live with type 2. And back to something I said a few minutes ago, we believe it's just this virtuous cycle, where if we build a simple enough product that people embrace it and want to use it, and they get great outcomes. And we just published a quite large real-world evidence study that showed that the outcomes are really strong with Omnipod DASH in type 2. And again, to us, that sort of validates that if we do the work to make the product simple enough, then the outcomes follow. And so I think we attribute a lot of our success to the fact that during development of DASH, we worked to make it really simple. And now we're seeing that, even during COVID, we can do virtual trainings of Omnipod DASH with folks who are living with type 2 diabetes and do those well and effectively.
Bret Christensen
executiveYes. I think what I would add to that a little bit, Matt, is access is probably the most important thing, right? So you've got to have a product that's suited for this patient type, but you also -- it needs to be reimbursed. And -- when we went to pay-as-you-go, that gave payers comfort that we were assuming the risk there, because I think it is widely believed that people with type 2 diabetes might be less compliant than those with type 1. It makes sense because when you're diagnosed with type 1 diabetes, you immediately have to start to manage that in a serious way as it really is a life-and-death situation. People with type 2 diabetes typically progress in their diabetes to the point where they become insulin-intensive, and those are the individuals we're talking about when we talk about the type 2 segment. So it's a large segment. It's larger than the type 1 segment in the U.S. It's one we definitely believe we have a very good product for, but access needs to be there. And we established that in the U.S., at least, through the pharmacy channel and pay-as-you-go. But they also don't all reside with endocrinology, like type 1 patients do. So we have a sales force that's focused primarily on endocrinology. That's been our reach into the type 1 world. And while some type 2 patients are in endocrinology, many are still in primary care because they, again, progress in their diabetes and just stay with primary care physicians. What's been interesting is, as we've launched direct-to-consumer marketing in the U.S. and run broad advertising that's not necessarily targeted to type 1 or type 2 patients, we've seen a lot of patients express interest that end up having a primary care physician writing the prescription. So it's been very educational for us. It's been a view into that world and what it might take to even go broader than the 30% to 40% of our new starts as type 2 is solving for where they are in their care in primary care. So we've had good success there with direct-to-consumer marketing and might need to do more of that to penetrate that marketplace.
Matthew Taylor
analystGot it. Thanks for that. Let me ask you a follow-up on access on type 2. How do you see that developing? You mentioned you had some good data. Obviously, that -- those kind of things help. What do you think will happen with access in type 2 over the next 3 to 5 years, if you can characterize it at a high level?
Bret Christensen
executiveWhat I'd love to see happen is that we get even more data, like what Eric expressed, that shows clear outcomes for type 2 patients, a clear reduction in the daily dose of insulin. Those are the types of things that will reinforce with payers that they should continue to reimburse technology like Omnipod for type 2 patients. But I do think pay-as-you-go is going to be critical, and it's certainly critical for type 1s and type 2s. But if there is this belief from a payer that, look, I'm going to pay for 4 years of therapy upfront, and this patient may not use that technology, so therefore, I don't get the outcomes that I paid for. There's always going to be hesitancy. So while we have established access in the U.S., that's a battle we need to fight outside the U.S. So we need to show more of these types of data that show outcomes and utilization amongst the type 2 segment, and then we need to go and establish access as well outside of the U.S. But it will take real-world data to show payers to make sure that it's cost effective.
Matthew Taylor
analystYes. And if we do get this broader access, maybe you could speak to where you think penetration could go in type 1 versus type 2 as you talk about the whole market doubling over time?
Bret Christensen
executiveYes. We have said doubling for type 1s, for sure. So it's about 1/3 now. We see it going to probably 2/3. And that, by the way, is different than what we said a few years ago when I think we said -- we thought it might go to 50%. So I think as we get better for all of those obstacles, cost, complexity, the technology and drive better awareness, I think we get more confident at least in that 2/3 with type 1. For type 2 patients, it's low single digits. I mean, it's barely penetrated in the U.S. and outside the U.S., so there's lots of work to do. I don't know where it can go in type 2, but it's -- we're barely scratching the surface with penetration into the type 2 market. So again, we need to continue to make sure access is strong. But I think as we look to innovation and what Eric's team is doing, there might be some things that we can do to better tailor our product for that type 2 segment. But we're happy, again, with the growth we're seeing today in type 2. We're the only ones that’s seeing that. It is just in the U.S. So again, we're scratching the surface, but only in the U.S. So there's access work and clinical work to do outside the U.S. There's probably a lot we need to do with awareness. And then at some point, we need to make the product simple enough that we can start to have better penetration into primary care as well. A lot -- that's what's exciting is the runway is massive, massive in type 1 but unending in type 2.
Matthew Taylor
analystGot it. As we're having this access discussion, another question kind of popped in my mind and that -- I guess I'll frame it this way. We have seen in the past, for example, United specifically partnered with Medtronic. Why they did that? No one knows. But do you think you could forge deals like that or partnerships with payers given your unique profile, your unique pay-as-you-go model?
Bret Christensen
executiveIt's a great question. I'll answer that. We are building capabilities that we'll have more and more to show payers. So Eric touched on the capabilities of Omnipod 5. I don't know if he mentioned the SIM card that's going to be -- so everybody will get a PDM. But in the PDM, there will be a SIM card. What that means is essentially everybody has got really easy access to upload their data. And for us, that means we could very easily show data across all patient groups and in our entire patient base. So that just provides tremendous capabilities for payers, if that's something they want to look at, something they want to contract to. We haven't proactively went after those types of agreements, but we are building the capabilities to do that in the future.
Matthew Taylor
analystOkay. Great. All right. Let's pivot and talk a little bit more about international. We mentioned in the beginning some of the markets you've been entering. Could you talk about international markets for you that have been particularly strong? And what are the big new opportunities? Are Turkey and Australia meaningful? Or where should investors focus when they're thinking about your international growth?
Bret Christensen
executiveYes. Well, we're in about 20 markets today. I guess it would be 21 since we announced Australia last night. It's -- our most important markets, frankly, are the ones we're in today because we still have a tremendous amount of growth opportunities in Europe and in the ones that we just launched There's -- we haven't even ventured into Asia Pacific. So that's a massive region there with tremendous opportunity. We're looking at a lot of different opportunities. We haven't highlighted any yet that we will be going into next. We probably will do that soon. I will just say it's a massive opportunity and really important for long-term growth. But remember, even these markets that we just entered, we're building these annuity models in these markets. So the difference they make to revenue in the short term is very small. But over time, when we build large patient bases in these countries, it's going to be critical to our growth. So we're really excited. It's something that you'll hear more and more about over the next few years, but it's probably something we'll be working on for a long time, is getting into more countries.
Matthew Taylor
analystUnderstood. And you made a big decision a few years ago to go direct and took some pain on that transition, but it's worked out pretty well. And I guess I just wanted to get an update on where you are in that commercial evolution. Is it now just continuing to grow that direct presence? Are you going to do any more conversions? What are the things to think about there commercially?
Bret Christensen
executiveYes. It was a very good decision for us. And in fact, we wouldn't even be talking about international expansion and some of these opportunities if we hadn't made that decision. It brought us closer to our users, more patients, where we can get those insights of the products we need to develop, how we need to enter into new markets. So it certainly was a very good thing for us. We say we went direct, Matt. But really, what we did was we had a platform distributor that had all the rights and distributed our product everywhere outside of the U.S. and Canada. And so when we took that business back, that enabled us to make decisions, not necessarily to go direct in every country, but to go direct to get a distributor, but it just gave us control over expansion in our business. And we have a very strong team based out of Europe with our European headquarters in London that has gotten better every single year to continue to drive the business really without a lot of growth drivers because they don't have Omnipod 5. They don't have the pharmacy channel. They don't have type 2, and yet, they continue to grow their base just off of pure execution and DASH, which we launched last year. So it's really important for us to have ownership over that business to be consistent with our branding, our messaging and to have those insights to expand into future countries.
Matthew Taylor
analystGot it. Okay. So we have a little bit of time left. I wanted to touch on 2 big topics. One is competition. So it's a compliment. Any time you're doing really well like you are, you're going to have some copycats. And we are seeing more patch pumps come to market or in development. And I was wondering if you could articulate how you think about your moat and your ability to defend against some of these future patch pump threats.
Bret Christensen
executiveSure. Eric, do you want to start with that one?
Eric Benjamin
executiveYes. Sure. I'll start with that one, Matt. Yes. So we think about our moat in layers. Now when we think about what it took Insulet to get to the point that we could produce millions of high quality Pods, have the access that we've been talking about in order to allow those to be affordable to users and produce them at a cost profile that makes the business work while generating enough operating margin and gross margin to continue to invest in innovation and have a viable business, it took almost $1 billion of investment and almost 20 years for Insulet to do that when we were doing it on our own without competition. And it is just -- it still remains really difficult to make a fully disposable patch pump. And so when we think about it, we think of up to about 3 years ago, we had the moat associated with scale and some very nice IP around our core disposable. Over the last 3 years, we've built another really strong secondary moat around that, which is we've built enormous digital and software capabilities as we've embarked on bringing full phone control to the Omnipod experience and bringing a really incredible set of AID capabilities to bear at the same time. And so when we think about just the hurdles that other folks who see our success and would like to follow in our footsteps have to get through, they're just high hurdles. And we think we've built some really nice moats to protect our position for a long time.
Bret Christensen
executiveYes. I think we were probably fortunate to do everything that Eric said without a competitive patch pump on the marketplace. So we lived through our mistakes, and we're able to get to the point where we are today. And I think everything that Eric said is true and are going to be really strong moats, even for a well-conceived strong concept of a patch pump. And I think the ones we've seen to date are flawed, for the most part, and many have gone out of business. So I think there's always going to be some on the horizon and many that are in the process of trying to launch commercially. All those things that Eric talked about are going to be real obstacles and just make it difficult. This is a tough business to be in. And even if you do all those things Eric talked about right, you've got to get a few hundred thousand patients on product before you get any sort of cash flow going at all to sustain the business. So it's a tough business. We're fortunate to have got a 20-year jump on it, and we think we're going to just continue to innovate and build upon it from here.
Matthew Taylor
analystAnd then as a follow-up on that, Bret, I wanted to ask you. You mentioned there's some flaws with the other patch pumps that are out there. So there's some that are commercial in Europe. They haven't gained much traction. What are the fatal flaws there? And why is it so hard to make one that doesn't have those flaws? That might be for Eric.
Eric Benjamin
executiveYes. I can actually maybe start with the first part of that question, too, Matt, which is at least some of the ones that we've seen, they fail for quality reasons. It's just that they actually can't produce the product that earns the customer's business every 3 days. That's the hard part. Every couple of days, somebody is putting on a new device and needs to have an outstanding experience, and we've seen patch pump competitors come and go for whom they just couldn't clear that hurdle.
Matthew Taylor
analystExcellent. Okay. Then I wanted to touch on DTC advertising and advertising in general. It's a big theme of yours, getting closer to the customer. Maybe talk about some of the strategies you're using there, which Jonas Brother are you going to use? Anything that would be helpful to articulate how this is going to help drive the business.
Bret Christensen
executiveYes. Sure. Yes. I think I'll let Dexcom continue to pay for the Jonas Brother. We appreciate them doing it. This well of awareness is good for all of us. But it's something, Matt, we just realized we had to do. Again, I think we knew there was a cadence to solving this riddle of penetration in this marketplace, the product, getting the right mix of salespeople to physicians because you need to influence physicians, making sure that we solve the cost problem, have really low predictable out-of-pocket cost for patients. The last frontier for us really is awareness, and it's more of a problem than I ever suspected. We did some really good market research with MDI patients and just asked them about why they're not on a pump. And we also asked them about awareness, brand awareness. And surprisingly, less -- only less than 1/3 of people on MDI could call out any of the pump companies, including us, by name. And that's just -- and that's surprising because you think of people with type 1 diabetes as being very engaged in their solutions, and they are, but I don't think many of them realize how far technology has come. And so awareness is something we need to solve for. So we did follow the lead of our CGM counterparts and started to run TV commercials in the U.S. in September of last year with a small pilot, but it was a very broad campaign. So national cable networks and TV, supplemented with an increased spend in digital, and we've seen great results. We saw an immediate uptake in web traffic, in sales leads, and it's followed all the way through, and it's a big part of the reason why we've been able to report record new starts in the U.S. for several quarters now is because of DTC. So look, it's something I definitely believe in. I think the pull-through is strong with the team. And I think the pull-through probably gets even better with Omnipod 5 because, in my mind, when you create awareness like this, you're sort of raising all ships. And I'm sure that we've also generated interest with people that have chosen an AID system that wasn't Omnipod. So again, we'll continue to do it. I think with Omnipod 5, the pull-through even gets greater, but awareness is something that we know we need to do. And you know what? The product, Omnipod shows really well to consumers. We really do view ourselves as a med tech company but also a consumer company because we think we've got a product that's very consumer friendly.
Matthew Taylor
analystGreat. And so we're almost out of time. Maybe the last one I'll ask is could you talk about time lines or what it's going to take for you to do integration with both G7 and with some sort of Libre product?
Eric Benjamin
executiveYes. Matt, thanks for the question. So we -- I think we've shared we have work underway for -- with Libre and have had for some time. And obviously, we have an outstanding partnership with Dexcom. They've worked closely with us in bringing Omnipod 5 to market, and we look forward to integrating G7 and all of the other great things that Dexcom brings to market over time. I think we're just incredibly excited about the ability to continue to innovate on the Omnipod 5 platform by integrating the best-in-class sensor technologies from both of our great partners over time.
Matthew Taylor
analystAnd could you -- Eric, could you generalize how long would it typically take to do integration and get approval in the context of having the iCGM and ACE pump pathway now?
Eric Benjamin
executiveYes. So look, I think when the iCGM pathway was created, the goal of that is to be able to allow a clear set of iAGC and ACE pump, so our 2 components of the 3, to interoperate with compatible iCGMs, like Dexcom and Abbott. And so we haven't seen a lot of tests of that yet. But certainly, the hope and expectation is that as that gets tested in the real world, that we can do it with the very light regulatory burden that scheme was envisioned for, in which case, the future integrations will happen much, much more quickly than what we've seen with the first-generation integrations.
Matthew Taylor
analystGood. Well, I think we're about out of time, so we have to end there. But I just want to thank you guys both so much for your time and all your insights. It was a great discussion. Thanks for joining us virtually here and hope to talk to you again soon.
Bret Christensen
executiveThanks, Matt, for having us.
Matthew Taylor
analystTake care, guys.
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