Anchoring a new Brand Around Diabetes:
How MedTriX Group and vm-people launched a brand to support, connect, and empower people living with diabetes
With over 11 million people affected in Germany alone, diabetes is one of the most widespread chronic conditions of our time. But for many, the diagnosis is more than a medical issue – it’s a deeply personal journey filled with questions, emotions, and a constant need for reliable information and support.
That’s why MedTriX Group, one of the leading healthcare publishers in the DACH region, decided to bring together their many offerings for people with diabetes under one new brand: the Diabetes-Anker. And we at vm-people had the privilege of supporting them in launching it – from strategy and storytelling to community building.
Why a Brand Like Diabetes-Anker Matters
Over the past decades, diabetes care has made great strides. Technology has improved, therapy options have expanded, and awareness is growing. But one thing remains a challenge: navigating the daily ups and downs – emotionally, socially, and practically.
This is where the Diabetes-Anker (German for “Diabetes Anchor”) steps in. Designed as a digital, printed, and live platform, the brand provides orientation, knowledge, and community – all in one place.
The challenge was ambitious: bring together a wide range of existing media products acquired from the insolvent Kirchheim Verlag, including the long-running Diabetes-Journal and the award-winning Blood Sugar Lounge, and reframe them as parts of a unified ecosystem that speaks directly to people living with diabetes – and those who care for them.
From Legacy Products to a Living Brand
Our role as vm-people was to support this transformation holistically. We began by shaping the brand narrative: What does this new plarform stand for? Who is it for? What emotional and practical needs does it address?
The anchor metaphor quickly stood out – a powerful symbol of stability, orientation, and belonging. In times of uncertainty, anchors don’t hold you back – they keep you grounded. That’s exactly what this brand aims to do.
Next came the platform strategy: How should this brand live across formats – from a print magazine to podcasts, from community meetups to digital newsletters?
We worked closely with the MedTriX team to develop a claim and brand story that would bring all of these elements together. Just as importantly, we helped design and develop a website that would make people feel seen, heard and part of something bigger.
Community First: The Power of Peer Connection
At the heart of the new brand lies the Community Area, where users can create profiles, join conversations, and share their own experiences. This is where the Blood Sugar Lounge, originally co-developed by vm-people in 2014, has found its new home.
The concept behind it is simple – but powerful: People with diabetes are the true experts of their lives. By sharing their stories, questions, and insights, they help others feel less alone and more informed. Whether through blog posts, podcasts, or community campaigns, this space invites peer-to-peer exchange and emotional support.
Our work includes developing engagement strategies, formats for editorial and user-generated content, and ideas for future community events. The result is a dynamic environment where real connection happens – beyond algorithms or marketing speak.
Launching with Meaning: Setting Sail on the Spree
To mark the official launch of the Diabetes Anker, we set out on a very special event: a boat trip through Berlin, with community members, editors, partners, and stakeholders on board.
The setting couldn’t have been more fitting. On the water, surrounded by open sky and city views, the group toasted the beginning of something meaningful – with sailor hats, heartfelt speeches, and lots of shared memories. An anchor was lowered into the Spree. The message was clear: this brand is here to stay, and it’s anchored in the lived reality of the people it serves.
This wasn’t a corporate event. It was a moment of connection, celebration, and gratitude – for the work behind us and the journey ahead.
From Launch to Lifeline: What Comes Next
The Diabetes-Anker is more than just a new brand. It’s a growing ecosystem of media, stories, and relationships. It’s a place where people come to learn, to share, and to feel supported.
We’re proud to have contributed to this milestone – not just as consultants, but as co-creators of a brand that listens, learns, and evolves with its community.
At vm-people, we believe that the most impactful brands are the ones that don’t just talk to people – they talk with them. They create space for participation, ownership, and authentic dialogue.
The Diabetes Anker is exactly that: a brand with a purpose and a heartbeat. And we’re excited to continue this journey with the MedTriX Group and the diabetes community.
Want to learn more?
Visit www.diabetes-anker.de
