Type 2 diabetes is a progressive disease projected to grow tremendously in prevalence. Basal insulin analogues used to be the most efficacious treatment and last step in therapeutic intensification. Today, demographic, economic and epidemiologic transitions have placed pressure on healthcare systems and payers’ budgets. Three imminent threats require the basal insulin regimen to rethink how value can be addressed in the market: mounting institutional pricing pressure, biosimilar competition and, new innovative anti-diabetic drug classes with the potential to delay insulinization. Products aspiring to compete in the basal insulin regimen must avoid commoditization and steer clear of new threats. This paper identifies seven strategies and tactics to successfully address value in the diabetes market and particularly in the basal insulin regimen: 1) cost-based advantage and price competition; 2) value-based pricing; 3) risk-sharing agreements; 4) redifferentiation and post-approval evidence generation; 5) combination products carrying complementary mechanisms of action; 6) treating comorbidities and adjacent diseases; and, 7) indicating for patient sub-populations.