ARTICLE SUMMARY:
With full commercial launch of its automated insulin delivery system expected by year’s end, Sequel’s VP of marketing provides details on the company’s competitive strategy and its future plans. Excerpted from our recent Q&A with Chris Gilbert.
Medtronic’s pending spin-off of its diabetes device business is sure to shake up the diabetes competitive landscape in the future, but new entrants could also have a large role to play in the months and years ahead. (See “In the Ever-Shifting Diabetes Device Market, Flexibility and Focus Are Key,” MedTech Strategist, June 25, 2025.)
The newest competitor in the US automated insulin delivery (AID) market is Sequel Med Tech, which began a limited US launch of its twiist AID system in July. The company is entering a very competitive space but hopes to differentiate itself by offering an AID system that gives users “more control, flexibility, and personalization.”
Developed by DEKA engineers, twiist is a round, tubed wearable that holds 3 ccs of insulin and has a “fundamentally different” mechanism of insulin delivery. It is also the first AID system based on Tidepool’s Loop algorithm, which Sequel says is one of the most flexible and customizable AID algorithms available. (See “Sequel Med Tech Unveils Next-Gen, DEKA-Developed Insulin Delivery System,” MedTech Strategist, May 8, 2024.)
In our Q&A with Chris Gilbert, Sequel’s VP of marketing, he provides some insight into the company’s competitive strategy as it builds toward full commercial launch by year’s end. As part of its launch plan, Sequel has developed a business model that allows people with commercial insurance coverage to try twiist for zero dollars in the first month and makes it easier for those using a competitor’s AID to switch. The company also hopes to appeal to potential users by emphasizing the flexibility and choice that twiist offers, and as part of that effort, is working to add additional CGM (continuous glucose monitor) partners and to provide a range of pump wearability options, including an upcoming adhesive option for on-body wear.
Read our full interview with Chris Gilbert here.