Document:

EX-10.17

 Exhibit 10.17 

INDEMNIFICATION AND ADVANCEMENT AGREEMENT 

This Indemnification and Advancement Agreement (“Agreement”) is effective as of
                , 20     by and between Intuity Medical, Inc., a Delaware corporation (the “Company”), and
                    , [a member of the Board of Directors/an officer/an employee/an agent] of the Company (“Indemnitee”). This
Agreement supersedes and replaces any and all previous agreements between the Company and Indemnitee covering indemnification and advancement. 

RECITALS 
 WHEREAS, the
Board of Directors of the Company (the “Board”) believes that highly competent persons have become more reluctant to serve publicly-held corporations as directors, officers, or in other capacities unless they are provided with
adequate protection through insurance or adequate indemnification and advancement of expenses against inordinate risks of claims and actions against them arising out of their service to and activities on behalf of the corporation; 

WHEREAS, the Board has determined that, in order to attract and retain qualified individuals, the Company will attempt to maintain on an
ongoing basis, at its sole expense, liability insurance to protect persons serving the Company and its subsidiaries from certain liabilities. Although the furnishing of such insurance has been a customary and widespread practice among United
States-based corporations and other business enterprises, the Company believes that, given current market conditions and trends, such insurance may be available to it in the future only at higher premiums and with more exclusions. At the same time,
directors, officers, and other persons in service to corporations or business enterprises are being increasingly subjected to expensive and time-consuming litigation relating to, among other things, matters that traditionally would have been brought
only against the Company or business enterprise itself. The Bylaws and Certificate of Incorporation of the Company as now or hereafter in effect require indemnification of the officers and directors of the Company. Indemnitee may also be entitled to
indemnification pursuant to the General Corporation Law of the State of Delaware (the “DGCL”). The Bylaws, Certificate of Incorporation and the DGCL expressly provide that the indemnification provisions set forth therein are not
exclusive, and thereby contemplate that contracts may be entered into between the Company and members of the board of directors, officers and other persons with respect to indemnification and advancement of expenses; 

WHEREAS, the uncertainties relating to such insurance, to indemnification, and to advancement of expenses may increase the difficulty of
attracting and retaining such persons; 
 WHEREAS, the Board has determined that the increased difficulty in attracting and retaining such
persons is detrimental to the best interests of the Company and its stockholders and that the Company should act to assure such persons that there will be increased certainty of such protection in the future; 

WHEREAS, it is reasonable, prudent and necessary for the Company contractually to obligate itself to indemnify, and to advance expenses on
behalf of, such persons to the fullest extent permitted by applicable law so that they will serve or continue to serve the Company free from undue concern that they will not be so indemnified; 

 WHEREAS, this Agreement is a supplement to and in furtherance of the Bylaws, Certificate of
Incorporation and any resolutions adopted pursuant thereto, and is not a substitute therefor, nor diminishes or abrogates any rights of Indemnitee thereunder; and 

WHEREAS, Indemnitee does not regard the protection available under the Bylaws, the Certificate of Incorporation, the DGCL and insurance as
adequate in the present circumstances, and may not be willing to serve or continue to serve as an officer or director without adequate additional protection, and the Company desires Indemnitee to serve or continue to serve in such capacity.
Indemnitee is willing to serve, continue to serve and to take on additional service for or on behalf of the Company on the condition that Indemnitee be so indemnified and be advanced expenses. 

NOW, THEREFORE, in consideration of the premises and the covenants contained herein, the Company and Indemnitee do hereby covenant and agree
as follows: 
 Section 1. Services to the Company. Indemnitee agrees to serve as [a director/an officer/an employee/an agent] of
the Company. Indemnitee may at any time and for any reason resign from such position (subject to any other contractual obligation or any obligation imposed by operation of law). This Agreement does not create any obligation on the Company to
continue Indemnitee in such position and is not an employment contract between the Company (or any of its subsidiaries or any Enterprise) and Indemnitee. 

Section 2. Definitions. As used in this Agreement: 

(a) “Agent” means any person who is authorized by the Company or an Enterprise to act for or represent the interests of the
Company or an Enterprise, respectively. 
 (b) A “Change in Control” occurs upon the earliest to occur after the date of
this Agreement of any of the following events: 
 i. Acquisition of Stock by Third Party. Any Person (as defined below) is or becomes the
Beneficial Owner (as defined below), directly or indirectly, of securities of the Company representing fifteen percent (15%) or more of the combined voting power of the Company’s then outstanding securities unless the change in relative
beneficial ownership of the Company’s securities by any Person results solely from a reduction in the aggregate number of outstanding shares of securities entitled to vote generally in the election of directors; 

ii. Change in Board of Directors. During any period of two (2) consecutive years (not including any period prior to the execution of
this Agreement), individuals who at the beginning of such period constitute the Board, and any new director (other than a director designated by a person who has entered into an agreement with the Company to effect a transaction described in
Sections 2(b)(i), 2(b)(iii) or 2(b)(iv)) whose election by the Board or nomination for election by the Company’s stockholders was approved by a vote of at least two-thirds of the directors then still in
office who either were directors at the beginning of the period or whose election or nomination for election was previously so approved, cease for any reason to constitute at least a majority of the members of the Board; 

  
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 iii. Corporate Transactions. The effective date of a merger or consolidation of the Company
with any other entity, other than a merger or consolidation which would result in the voting securities of the Company outstanding immediately prior to such merger or consolidation continuing to represent (either by remaining outstanding or by being
converted into voting securities of the surviving entity) more than 50% of the combined voting power of the voting securities of the surviving entity outstanding immediately after such merger or consolidation and with the power to elect at least a
majority of the board of directors or other governing body of such surviving entity; 
 iv. Liquidation. The approval by the stockholders
of the Company of a complete liquidation of the Company or an agreement for the sale or disposition by the Company of all or substantially all of the Company’s assets; and 

v. Other Events. There occurs any other event of a nature that would be required to be reported in response to Item 6(e) of Schedule 14A of
Regulation 14A (or a response to any similar item on any similar schedule or form) promulgated under the Exchange Act (as defined below), whether or not the Company is then subject to such reporting requirement. 

vi. For purposes of this Section 2(b), the following terms have the following meanings: 

 

	 	1)	 “Beneficial Owner” has the meaning given to such term in Rule
13d-3 under the Exchange Act; provided, however, that Beneficial Owner excludes any Person otherwise becoming a Beneficial Owner by reason of the stockholders of the Company approving a merger of the Company
with another entity. 

  

	 	2)	 “Exchange Act” means the Securities Exchange Act of 1934, as amended from time to time.

  

	 	3)	 “Person” has the meaning as set forth in Sections 13(d) and 14(d) of the Exchange Act;
provided, however, that Person excludes (i) the Company, (ii) any trustee or other fiduciary holding securities under an employee benefit plan of the Company and (iii) any corporation owned, directly or indirectly, by the stockholders
of the Company in substantially the same proportions as their ownership of stock of the Company. 

 (c) “Corporate
Status” describes the status of a person who is or was acting as a director, officer, employee, fiduciary, or Agent of the Company or an Enterprise. 

(d) “Disinterested Director” means a director of the Company who is not and was not a party to the Proceeding in respect of
which indemnification is sought by Indemnitee. 

  
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 (e) “Enterprise” means any other corporation, limited liability company,
partnership, joint venture, trust, employee benefit plan or other entity for which Indemnitee is or was serving at the request of the Company as a director, officer, employee, or Agent. 

(f) “Expenses” includes all reasonable attorneys’ fees, retainers, court costs, transcript costs, fees of experts and
other professionals, witness fees, travel expenses, duplicating costs, printing and binding costs, telephone charges, postage, delivery service fees, any federal, state, local or foreign taxes imposed on Indemnitee as a result of the actual or
deemed receipt of any payments under this Agreement, ERISA excise taxes and penalties, and all other disbursements or expenses of the types customarily incurred in connection with prosecuting, defending, preparing to prosecute or defend,
investigating, being or preparing to be a witness in, or otherwise participating in, a Proceeding. Expenses also include (i) Expenses incurred in connection with any appeal resulting from any Proceeding, including, without limitation,
the premium, security for, and other costs relating to any cost bond, supersedeas bond, or other appeal bond or its equivalent, and (ii) for purposes of Section 14(d) only, Expenses incurred by Indemnitee in connection with the
interpretation, enforcement or defense of Indemnitee’s rights under this Agreement, by litigation or otherwise. The parties agree that for the purposes of any advancement of Expenses for which Indemnitee has made written demand to the Company
in accordance with this Agreement, all Expenses included in such demand that are certified by affidavit of Indemnitee’s counsel as being reasonable in the good faith judgment of such counsel will be presumed conclusively to be reasonable.
Expenses, however, do not include amounts paid in settlement by Indemnitee or the amount of judgments or fines against Indemnitee. 
 (g)
“Independent Counsel” means a law firm, or a member of a law firm, that is experienced in matters of corporation law and neither presently is, nor in the past five years has been, retained to represent: (i) the Company or
Indemnitee in any matter material to either such party (other than with respect to matters concerning the Indemnitee under this Agreement, or of other indemnitees under similar indemnification agreements), or (ii) any other party to the
Proceeding giving rise to a claim for indemnification hereunder. Notwithstanding the foregoing, the term “Independent Counsel” does not include any person who, under the applicable standards of professional conduct then prevailing, would
have a conflict of interest in representing either the Company or Indemnitee in an action to determine Indemnitee’s rights under this Agreement. 

(h) “Potential Change in Control” means the occurrence of any of the following events: (i) the Company enters into any
written or oral agreement, undertaking or arrangement, the consummation of which would result in the occurrence of a Change in Control; (ii) any Person or the Company publicly announces an intention to take or consider taking actions which if
consummated would constitute a Change in Control; (iii) any Person who becomes the Beneficial Owner, directly or indirectly, of securities of the Company representing 5% or more of the combined voting power of the Company’s then
outstanding securities entitled to vote generally in the election of directors increases his beneficial ownership of such securities by 5% or more over the percentage so owned by such Person on the date hereof; or (iv) the Board adopts a
resolution to the effect that, for purposes of this Agreement, a Potential Change in Control has occurred. 
 (i) The term
“Proceeding” includes any threatened, pending or completed action, suit, claim, counterclaim, cross claim, arbitration, mediation, alternate dispute resolution mechanism, investigation, inquiry, administrative hearing or any other
actual, threatened or 

  
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completed proceeding, whether brought in the right of the Company or otherwise and whether of a civil, criminal, administrative, legislative, or investigative (formal or informal) nature,
including any appeal therefrom, in which Indemnitee was, is or will be involved as a party, potential party, non-party witness or otherwise by reason of Indemnitee’s Corporate Status or by reason of any
action taken by Indemnitee (or a failure to take action by Indemnitee) or of any action (or failure to act) on Indemnitee’s part while acting pursuant to Indemnitee’s Corporate Status, in each case whether or not serving in such capacity
at the time any liability or Expense is incurred for which indemnification, reimbursement, or advancement of Expenses can be provided under this Agreement. A Proceeding also includes a situation the Indemnitee believes in good faith may lead to or
culminate in the institution of a Proceeding. 
 Section 3. Indemnity in Third-Party Proceedings. The Company will indemnify
Indemnitee in accordance with the provisions of this Section 3 if Indemnitee is, or is threatened to be made, a party to or a participant in any Proceeding, other than a Proceeding by or in the right of the Company to procure a judgment in its
favor. Pursuant to this Section 3, the Company will indemnify Indemnitee to the fullest extent permitted by applicable law against all Expenses, judgments, fines and amounts paid in settlement (including all interest, assessments and other
charges paid or payable in connection with or in respect of such Expenses, judgments, fines and amounts paid in settlement) actually and reasonably incurred by Indemnitee or on Indemnitee’s behalf in connection with such Proceeding or any
claim, issue or matter therein, if Indemnitee acted in good faith and in a manner Indemnitee reasonably believed to be in or not opposed to the best interests of the Company and, in the case of a criminal Proceeding had no reasonable cause to
believe that Indemnitee’s conduct was unlawful. 
 Section 4. Indemnity in Proceedings by or in the Right of the Company.
The Company will indemnify Indemnitee in accordance with the provisions of this Section 4 if Indemnitee is, or is threatened to be made, a party to or a participant in any Proceeding by or in the right of the Company to procure a judgment in
its favor. Pursuant to this Section 4, the Company will indemnify Indemnitee to the fullest extent permitted by applicable law against all Expenses actually and reasonably incurred by Indemnitee or on Indemnitee’s behalf in connection with
such Proceeding or any claim, issue or matter therein, if Indemnitee acted in good faith and in a manner Indemnitee reasonably believed to be in or not opposed to the best interests of the Company. The Company will not indemnify Indemnitee for
Expenses under this Section 4 related to any claim, issue or matter in a Proceeding for which Indemnitee has been finally adjudged by a court to be liable to the Company, unless, and only to the extent that, the Delaware Court of Chancery or
any court in which the Proceeding was brought determines upon application by Indemnitee that, despite the adjudication of liability but in view of all the circumstances of the case, Indemnitee is fairly and reasonably entitled to indemnification.

 Section 5. Indemnification for Expenses of a Party Who is Wholly or Partly Successful. Notwithstanding any other provisions
of this Agreement, to the fullest extent permitted by applicable law, the Company will indemnify Indemnitee against all Expenses actually and reasonably incurred by Indemnitee in connection with any Proceeding the extent that Indemnitee is
successful, on the merits or otherwise. If Indemnitee is not wholly successful in such Proceeding but is successful, on the merits or otherwise, as to one or more but less than all claims, issues or matters in such Proceeding, the Company will
indemnify Indemnitee against all Expenses actually and reasonably incurred by Indemnitee or on Indemnitee’s behalf in connection with or related to 

  
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each successfully resolved claim, issue or matter to the fullest extent permitted by law. For purposes of this Section 5 and without limitation, the termination of any claim, issue or matter
in such a Proceeding by dismissal, with or without prejudice, will be deemed to be a successful result as to such claim, issue or matter. 

Section 6. Indemnification For Expenses of a Witness. Notwithstanding any other provision of this Agreement and to the fullest
extent permitted by applicable law, the Company will indemnify Indemnitee against all Expenses actually and reasonably incurred by Indemnitee or on Indemnitee’s behalf in connection with any Proceeding to which Indemnitee is not a party but to
which Indemnitee is a witness, deponent, interviewee, or otherwise asked to participate. 
 Section 7. Partial Indemnification.
If Indemnitee is entitled under any provision of this Agreement to indemnification by the Company for some or a portion of Expenses, but not, however, for the total amount thereof, the Company will indemnify Indemnitee for the portion thereof to
which Indemnitee is entitled. 
 Section 8. Additional Indemnification. Notwithstanding any limitation in Sections 3, 4, or 5,
the Company will indemnify Indemnitee to the fullest extent permitted by applicable law (including, but not limited to, the DGCL and any amendments to or replacements of the DGCL adopted after the date of this Agreement that expand the
Company’s ability to indemnify its officers and directors) if Indemnitee is a party to or threatened to be made a party to any Proceeding (including a Proceeding by or in the right of the Company to procure a judgment in its favor). 

Section 9. Exclusions. Notwithstanding any provision in this Agreement, the Company is not obligated under this Agreement to make
any indemnification payment to Indemnitee in connection with any Proceeding: 
 (a) for which payment has actually been made to or on behalf
of Indemnitee under any insurance policy or other indemnity provision, except to the extent provided in Section 16(b) of this Agreement and except with respect to any excess beyond the amount paid under any insurance policy or other indemnity
provision; or 
 (b) for (i) an accounting of profits made from the purchase and sale (or sale and purchase) by Indemnitee of
securities of the Company within the meaning of Section 16(b) of the Exchange Act or similar provisions of state statutory law or common law, (ii) any reimbursement of the Company by the Indemnitee of any bonus or other incentive-based or
equity-based compensation or of any profits realized by the Indemnitee from the sale of securities of the Company, as required in each case under the Exchange Act (including any such reimbursements that arise from an accounting restatement of the
Company pursuant to Section 304 of the Sarbanes-Oxley Act of 2002 (the “Sarbanes-Oxley Act”), or the payment to the Company of profits arising from the purchase and sale by Indemnitee of securities in violation of
Section 306 of the Sarbanes-Oxley Act) or (iii) any reimbursement of the Company by Indemnitee of any compensation pursuant to any compensation recoupment or clawback policy adopted by the Board or the compensation committee of the Board,
including, but not limited to, any such policy adopted to comply with stock exchange listing requirements implementing Section 10D of the Exchange Act; or 

  
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 (c) initiated by Indemnitee, including any Proceeding (or any part of any Proceeding)
initiated by Indemnitee against the Company or its directors, officers, employees or other indemnitees, unless (i) the Proceeding or part of any Proceeding is to enforce Indemnitee’s rights to indemnification or advancement, of Expenses,
including a Proceeding (or any part of any Proceeding) initiated pursuant to Section 14 of this Agreement, (ii) the Board authorized the Proceeding (or any part of any Proceeding) prior to its initiation or (iii) the Company provides
the indemnification, in its sole discretion, pursuant to the powers vested in the Company under applicable law. 
 Section 10.
Advances of Expenses. 
 (a) The Company will advance, to the extent not prohibited by law, the Expenses incurred by Indemnitee in
connection with any Proceeding (or any part of any Proceeding) not initiated by Indemnitee or any Proceeding (or any part of any Proceeding) initiated by Indemnitee if (i) the Proceeding or part of any Proceeding is to enforce Indemnitee’s
rights to obtain indemnification or advancement of Expenses from the Company or Enterprise, including a proceeding initiated pursuant to Section 14 or (ii) the Board authorized the Proceeding (or any part of any Proceeding) prior to its
initiation. The Company will advance the Expenses within thirty (30) days after the receipt by the Company of a statement or statements requesting such advances from time to time, whether prior to or after final disposition of any Proceeding.

 (b) Advances will be unsecured and interest free. Indemnitee undertakes to repay the amounts advanced (without interest) to the extent
that it is ultimately determined that Indemnitee is not entitled to be indemnified by the Company, thus Indemnitee qualifies for advances upon the execution of this Agreement and delivery to the Company. No other form of undertaking is required
other than the execution of this Agreement. The Company will make advances without regard to Indemnitee’s ability to repay the Expenses and without regard to Indemnitee’s ultimate entitlement to indemnification under the other provisions
of this Agreement. 
 Section 11. Procedure for Notification of Claim for Indemnification or Advancement. 

(a) Indemnitee will notify the Company in writing of any Proceeding with respect to which Indemnitee intends to seek indemnification or
advancement of Expenses hereunder as soon as reasonably practicable following the receipt by Indemnitee of written notice thereof. Indemnitee will include in the written notification to the Company a description of the nature of the Proceeding and
the facts underlying the Proceeding and provide such documentation and information as is reasonably available to Indemnitee and is reasonably necessary to determine whether and to what extent Indemnitee is entitled to indemnification following the
final disposition of such Proceeding. Indemnitee’s failure to notify the Company will not relieve the Company from any obligation it may have to Indemnitee under this Agreement, and any delay in so notifying the Company will not constitute a
waiver by Indemnitee of any rights under this Agreement. The Secretary of the Company will, promptly upon receipt of such a request for indemnification, advise the Board in writing that Indemnitee has requested indemnification or advancement. 

(b) The Company will be entitled to participate in the Proceeding at its own expense. 

  
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 Section 12. Procedure Upon Application for Indemnification. 

(a) Unless a Change of Control has occurred, the determination of Indemnitee’s entitlement to indemnification will be made: 

i. by a majority vote of the Disinterested Directors, even though less than a quorum of the Board; 

ii. by a committee of Disinterested Directors designated by a majority vote of the Disinterested Directors, even though less than a quorum of
the Board; 
 iii. if there are no such Disinterested Directors or, if such Disinterested Directors so direct, by written opinion provided
by Independent Counsel selected by the Board; or 
 iv. if so directed by the Board, by the stockholders of the Company. 

(b) If a Change in Control has occurred, the determination of Indemnitee’s entitlement to indemnification will be made by written opinion
provided by Independent Counsel selected by Indemnitee (unless Indemnitee requests such selection be made by the Board). 
 (c) The party
selecting Independent Counsel pursuant to subsection (a)(iii) or (b) of this Section 12 will provide written notice of the selection to the other party. The notified party may, within ten (10) days after receiving written notice of
the selection of Independent Counsel, deliver to the selecting party a written objection to such selection; provided, however, that such objection may be asserted only on the ground that the Independent Counsel so selected does not
meet the requirements of “Independent Counsel” as defined in Section 2 of this Agreement, and the objection will set forth with particularity the factual basis of such assertion. Absent a proper and timely objection, the person so
selected will act as Independent Counsel. If such written objection is so made and substantiated, the Independent Counsel so selected may not serve as Independent Counsel unless and until such objection is withdrawn or the Delaware Court has
determined that such objection is without merit. If, within thirty (30) days after the later of (i) submission by Indemnitee of a written request for indemnification pursuant to Section 11(a) hereof and (ii) the final disposition
of the Proceeding, Independent Counsel has not been selected or, if selected, any objection to has not been resolved, either the Company or Indemnitee may petition the Delaware Court for the appointment as Independent Counsel of a person selected by
such court or by such other person as such court designates. Upon the due commencement of any judicial proceeding or arbitration pursuant to Section 14(a) of this Agreement, Independent Counsel will be discharged and relieved of any further
responsibility in such capacity (subject to the applicable standards of professional conduct then prevailing). 
 (d) Indemnitee will
cooperate with the person, persons or entity making the determination with respect to Indemnitee’s entitlement to indemnification, including providing to such person, persons or entity upon reasonable advance request any documentation or
information which is not privileged or otherwise protected from disclosure and which is reasonably available to Indemnitee and reasonably necessary to such determination. The Company will advance and pay any Expenses incurred by Indemnitee in so
cooperating with the person, persons or entity making the indemnification determination irrespective of the determination as to Indemnitee’s entitlement to indemnification and the Company hereby indemnifies and agrees to hold Indemnitee

  
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harmless therefrom. The Company promptly will advise Indemnitee in writing of the determination that Indemnitee is or is not entitled to indemnification, including a description of any reason or
basis for which indemnification has been denied and providing a copy of any written opinion provided to the Board by Independent Counsel. 

(e) If it is determined that Indemnitee is entitled to indemnification, the Company will make payment to Indemnitee within ten (10) days
after such determination. 
 Section 13. Presumptions and Effect of Certain Proceedings. 

(a) In making a determination with respect to entitlement to indemnification hereunder, the person or persons or entity making such
determination will, to the fullest extent not prohibited by law, presume Indemnitee is entitled to indemnification under this Agreement if Indemnitee has submitted a request for indemnification in accordance with Section 11(a) of this
Agreement, and the Company will, to the fullest extent not prohibited by law, have the burden of proof to overcome that presumption. Neither the failure of the Company (including by its directors or Independent Counsel) to have made a determination
prior to the commencement of any action pursuant to this Agreement that indemnification is proper in the circumstances because Indemnitee has met the applicable standard of conduct, nor an actual determination by the Company (including by its
directors or Independent Counsel) that Indemnitee has not met such applicable standard of conduct, will be a defense to the action or create a presumption that Indemnitee has not met the applicable standard of conduct. 

(b) If the determination of the Indemnitee’s entitlement to indemnification has not made pursuant to Section 12 within sixty
(60) days after the later of (i) receipt by the Company of Indemnitee’s request for indemnification pursuant to Section 11(a) and (ii) the final disposition of the Proceeding for which Indemnitee requested Indemnification
(the “Determination Period”), the requisite determination of entitlement to indemnification will, to the fullest extent not prohibited by law, be deemed to have been made and Indemnitee will be entitled to such indemnification,
absent (i) a misstatement by Indemnitee of a material fact, or an omission of a material fact necessary to make Indemnitee’s statement not materially misleading, in connection with the request for indemnification, or (ii) a
prohibition of such indemnification under applicable law. The Determination Period may be extended for a reasonable time, not to exceed an additional thirty (30) days, if the person, persons or entity making the determination with respect to
entitlement to indemnification in good faith requires such additional time for the obtaining or evaluating of documentation and/or information relating thereto; and provided, further, the Determination Period may be extended an additional fifteen
(15) days if the determination of entitlement to indemnification is to be made by the stockholders pursuant to Section 12(a)(iv) of this Agreement. 

(c) The termination of any Proceeding or of any claim, issue or matter therein, by judgment, order, settlement or conviction, or upon a plea
of nolo contendere or its equivalent, will not (except as otherwise expressly provided in this Agreement) of itself adversely affect the right of Indemnitee to indemnification or create a presumption that Indemnitee did not act in good
faith and in a manner which Indemnitee reasonably believed to be in or not opposed to the best interests of the Company or, with respect to any criminal Proceeding, that Indemnitee had reasonable cause to believe that Indemnitee’s conduct was
unlawful. 

  
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 (d) For purposes of any determination of good faith, Indemnitee will be deemed to have acted
in good faith if Indemnitee acted based on the records or books of account of the Company, its subsidiaries, or an Enterprise, including financial statements, or on information supplied to Indemnitee by the directors or officers of the Company, its
subsidiaries, or an Enterprise in the course of their duties, or on the advice of legal counsel for the Company, its subsidiaries, or an Enterprise or on information or records given or reports made to the Company or an Enterprise by an independent
certified public accountant or by an appraiser, financial advisor or other expert selected with reasonable care by or on behalf of the Company, its subsidiaries, or an Enterprise. Further, Indemnitee will be deemed to have acted in a manner
“not opposed to the best interests of the Company,” as referred to in this Agreement if Indemnitee acted in good faith and in a manner Indemnitee reasonably believed to be in the best interests of the participants and beneficiaries of an
employee benefit plan. The provisions of this Section 13(d) is not exclusive and does not limit in any way the other circumstances in which the Indemnitee may be deemed to have met the applicable standard of conduct set forth in this Agreement.

 (e) The knowledge and/or actions, or failure to act, of any director, officer, trustee, partner, managing member, fiduciary, agent or
employee of the Enterprise may not be imputed to Indemnitee for purposes of determining Indemnitee’s right to indemnification under this Agreement. 

Section 14. Remedies of Indemnitee. 

(a) Indemnitee may commence litigation against the Company in the Delaware Court of Chancery to obtain indemnification or advancement of
Expenses provided by this Agreement in the event that (i) a determination is made pursuant to Section 12 of this Agreement that Indemnitee is not entitled to indemnification under this Agreement, (ii) the Company does not advance
Expenses pursuant to Section 10 of this Agreement, (iii) the determination of entitlement to indemnification is not made pursuant to Section 12 of this Agreement within the Determination Period, (iv) the Company does not
indemnify Indemnitee pursuant to Section 5 or 6 or the second to last sentence of Section 12(d) of this Agreement within thirty (30) days after receipt by the Company of a written request therefor, (v) the Company does not
indemnify Indemnitee pursuant to Section 3, 4, 7, or 8 of this Agreement within thirty (30) days after a determination has been made that Indemnitee is entitled to indemnification, or (vi) in the event that the Company or any other
person takes or threatens to take any action to declare this Agreement void or unenforceable, or institutes any litigation or other action or Proceeding designed to deny, or to recover from, the Indemnitee the benefits provided or intended to be
provided to the Indemnitee hereunder. Alternatively, Indemnitee, at Indemnitee’s option, may seek an award in arbitration to be conducted by a single arbitrator pursuant to the Commercial Arbitration Rules of the American Arbitration
Association. Indemnitee must commence such Proceeding seeking an adjudication or an award in arbitration within one hundred eighty (180) days following the date on which Indemnitee first has the right to commence such Proceeding pursuant to
this Section 14(a); provided, however, that the foregoing clause does not apply in respect of a Proceeding brought by Indemnitee to enforce Indemnitee’s rights under Section 5 of this Agreement. The Company will not
oppose Indemnitee’s right to seek any such adjudication or award in arbitration. 
 (b) If a determination is made pursuant to
Section 12 of this Agreement that Indemnitee is not entitled to indemnification, any judicial proceeding or arbitration commenced 

  
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pursuant to this Section 14 will be conducted in all respects as a de novo trial, or arbitration, on the merits and Indemnitee may not be prejudiced by reason of that adverse
determination. In any judicial proceeding or arbitration commenced pursuant to this Section 14 the Company will have the burden of proving Indemnitee is not entitled to indemnification or advancement of Expenses, as the case may be and will not
introduce evidence of the determination made pursuant to Section 12 of this Agreement. 
 (c) If a determination is made pursuant to
Section 12 of this Agreement that Indemnitee is entitled to indemnification, the Company will be bound by such determination in any judicial proceeding or arbitration commenced pursuant to this Section 14, absent (i) a misstatement by
Indemnitee of a material fact, or an omission of a material fact necessary to make Indemnitee’s statement not materially misleading, in connection with the request for indemnification, or (ii) a prohibition of such indemnification under
applicable law. 
 (d) The Company is, to the fullest extent not prohibited by law, precluded from asserting in any judicial proceeding or
arbitration commenced pursuant to this Section 14 that the procedures and presumptions of this Agreement are not valid, binding and enforceable and will stipulate in any such court or before any such arbitrator that the Company is bound by all
the provisions of this Agreement. 
 (e) It is the intent of the Company that, to the fullest extent permitted by law, the Indemnitee not be
required to incur legal fees or other Expenses associated with the interpretation, enforcement or defense of Indemnitee’s rights under this Agreement by litigation or otherwise because the cost and expense thereof would substantially detract
from the benefits intended to be extended to the Indemnitee hereunder. The Company, to the fullest extent permitted by law, will (within thirty (30) days after receipt by the Company of a written request therefor) advance to Indemnitee such
Expenses which are incurred by Indemnitee in connection with any action concerning this Agreement, Indemnitee’s right to indemnification or advancement of Expenses from the Company, or concerning any directors’ and officers’ liability
insurance policies maintained by the Company and will indemnify Indemnitee against any and all such Expenses unless the court determines that each of the Indemnitee’s claims in such Proceeding were made in bad faith or were frivolous or are
prohibited by law. 
 Section 15. Establishment of Trust. 

(a) In the event of a Potential Change in Control or a Change in Control, the Company will, upon written request by Indemnitee, create a trust
for the benefit of Indemnitee (the “Trust”) and from time to time upon written request of Indemnitee will fund such Trust in an amount sufficient to satisfy the reasonably anticipated indemnification and advancement obligations of
the Company to the Indemnitee in connection with any Proceeding for which Indemnitee has demanded indemnification and/or advancement prior to the Potential Change in Control or Change in Control (the “Funding Obligation”). The
trustee of the Trust (the “Trustee”) will be a bank or trust company or other individual or entity chosen by the Indemnitee and reasonably acceptable to the Company. Nothing in this Section 15 relieves the Company of any of its
obligations under this Agreement. 

  
 11 

 (b) The amount or amounts to be deposited in the Trust pursuant to the Funding Obligation
will be determined by mutual agreement of the Indemnitee and the Company or, if the Company and the Indemnitee are unable to reach such an agreement, by Independent Counsel selected in accordance with Section 12(b) of this Agreement. The terms
of the Trust will provide that, except upon the consent of both the Indemnitee and the Company, upon a Change in Control: (i) the Trust may not be revoked, or the principal thereof invaded, without the written consent of the Indemnitee;
(ii) the Trustee will advance Expenses incurred by Indemnitee, to the fullest extent permitted by applicable law, within two (2) business days of a request by the Indemnitee; (iii) the Company will continue to fund the Trust in
accordance with the Funding Obligation; (iv) the Trustee will promptly pay to the Indemnitee all amounts for which the Indemnitee is entitled to indemnification pursuant to this Agreement or otherwise; and (v) all unexpended funds in such
Trust revert to the Company upon mutual agreement by the Indemnitee and the Company or, if the Indemnitee and the Company are unable to reach such an agreement, by Independent Counsel selected in accordance with Section 12(b) of this Agreement,
that the Indemnitee has been fully indemnified under the terms of this Agreement. New York law (without regard to its conflicts of laws rules) governs the Trust and the Trustee will consent to the exclusive jurisdiction of Delaware Court of
Chancery, in accordance with Section 25 of this Agreement. 
 Section 16.
Non-exclusivity; Survival of Rights; Insurance; Subrogation. 
 (a) The indemnification and
advancement of Expenses provided by this Agreement are not exclusive of any other rights to which Indemnitee may at any time be entitled under applicable law, the Bylaws, the Certificate of Incorporation, any agreement, a vote of stockholders or a
resolution of directors, or otherwise. The indemnification and advancement of Expenses provided by this Agreement may not be limited or restricted by any amendment, alteration or repeal of this Agreement in any way with respect to any action taken
or omitted by Indemnitee in Indemnitee’s Corporate Status occurring prior to any amendment, alteration or repeal of this Agreement. To the extent that a change in Delaware law, whether by statute or judicial decision, permits greater
indemnification or advancement of Expenses than would be afforded currently under the Bylaws, Certificate of Incorporation, or this Agreement, it is the intent of the parties hereto that Indemnitee enjoy by this Agreement the greater benefits so
afforded by such change. No right or remedy herein conferred is intended to be exclusive of any other right or remedy, and every other right and remedy is cumulative and in addition to every other right and remedy given hereunder or now or hereafter
existing at law or in equity or otherwise. The assertion or employment of any right or remedy hereunder, or otherwise, will not prevent the concurrent assertion or employment of any other right or remedy. 

(b) The Company hereby acknowledges that Indemnitee may have certain rights to indemnification, advancement of Expenses and/or insurance
provided by one or more Persons with whom or which Indemnitee may be associated [(including, without limitation, [Fund] and certain of its affiliates, collectively, the “Fund Indemnitors”)]. 

i. The Company hereby acknowledges and agrees: 

1) the Company is the indemnitor of first resort with respect to any request for indemnification or advancement of Expenses made pursuant to
this Agreement concerning any Proceeding arising from or related to Indemnitee’s Corporate Status with the Company; 

  
 12 

 2) the Company is primarily liable for all indemnification and indemnification or
advancement of Expenses obligations for any Proceeding arising from or related to Indemnitee’s Corporate Status, whether created by law, organizational or constituent documents, contract (including this Agreement) or otherwise; 

3) any obligation of any other Persons with whom or which Indemnitee may be associated [(including, without limitation, any Fund Indemnitor)]
to indemnify Indemnitee and/or advance Expenses to Indemnitee in respect of any proceeding are secondary to the obligations of the Company’s obligations; 

4) the Company will indemnify Indemnitee and advance Expenses to Indemnitee hereunder to the fullest extent provided herein without regard to
any rights Indemnitee may have against any other Person with whom or which Indemnitee may be associated [(including any Fund Indemnitor)] or insurer of any such Person; and 

ii. the Company irrevocably waives, relinquishes and releases [(A)] any other Person with whom or which Indemnitee may be associated
[(including, without limitation, any Fund Indemnitor)] from any claim of contribution, subrogation, reimbursement, exoneration or indemnification, or any other recovery of any kind in respect of amounts paid by the Company to Indemnitee pursuant to
this Agreement[ and (B) any right to participate in any claim or remedy of Indemnitee against any Person (including, without limitation, any Fund Indemnitor (or former Fund Indemnitor)], whether or not such claim, remedy or right arises in
equity or under contract, statute or common law[, including, without limitation, the right to take or receive from any Person (including, without limitation, any Fund Indemnitor (or former Fund Indemnitor), directly or indirectly, in cash or other
property or by set-off or in any other manner, payment or security on account of such claim, remedy or right]. 

iii. In the event any other Person with whom or which Indemnitee may be associated [(including, without limitation, any Fund Indemnitor)] or
their insurers advances or extinguishes any liability or loss for Indemnitee, the payor has a right of subrogation against the Company or its insurers for all amounts so paid which would otherwise be payable by the Company or its insurers under this
Agreement. In no event will payment by any other Person with whom or which Indemnitee may be associated [(including, without limitation, any Fund Indemnitor)] or their insurers affect the obligations of the Company hereunder or shift primary
liability for the Company’s obligation to indemnify or advance of Expenses to any other Person with whom or which Indemnitee may be associated [(including, without limitation, any Fund Indemnitor)]. 

iv. Any indemnification or advancement of Expenses provided by any other Person with whom or which Indemnitee may be associated [(including,
without limitation, any Fund Indemnitor)] is specifically in excess over the Company’s obligation to indemnify and advance Expenses or any valid and collectible insurance (including, but not limited to, any malpractice insurance or professional
errors and omissions insurance) provided by the Company. 

  
 13 

 (c) To the extent that the Company maintains an insurance policy or policies providing
liability insurance for directors, officers, employees, or agents of the Company, the Company will obtain a policy or policies covering Indemnitee to the maximum extent of the coverage available for any such director, officer, employee or agent
under such policy or policies, including coverage in the event the Company does not or cannot, for any reason, indemnify or advance Expenses to Indemnitee as required by this Agreement. If, at the time of the receipt of a notice of a claim pursuant
to this Agreement, the Company has director and officer liability insurance in effect, the Company will give prompt notice of such claim or of the commencement of a Proceeding, as the case may be, to the insurers in accordance with the procedures
set forth in the respective policies. The Company will thereafter take all necessary or desirable action to cause such insurers to pay, on behalf of the Indemnitee, all amounts payable as a result of such Proceeding in accordance with the terms of
such policies. Indemnitee agrees to assist the Company efforts to cause the insurers to pay such amounts and will comply with the terms of such policies, including selection of approved panel counsel, if required. 

(d) Subject to Section 16(b) of this Agreement, the Company’s obligation to indemnify or advance Expenses hereunder to Indemnitee
for any Proceeding concerning Indemnitee’s Corporate Status with an Enterprise will be reduced by any amount Indemnitee has actually received as indemnification or advancement of Expenses from such Enterprise. The Company and Indemnitee intend
that any such Enterprise (and its insurers) be the indemnitor of first resort with respect to indemnification and advancement of Expenses for any Proceeding related to or arising from Indemnitee’s Corporate Status with such Enterprise. The
Company’s obligation to indemnify and advance Expenses to Indemnitee is secondary to the obligations the Enterprise or its insurers owe to Indemnitee. Indemnitee agrees to take all reasonably necessary and desirable action to obtain from an
Enterprise indemnification and advancement of Expenses for any Proceeding related to or arising from Indemnitee’s Corporate Status with such Enterprise. 

(e) In the event of any payment made by the Company under this Agreement, the Company will be subrogated to the extent of such payment to all
of the rights of recovery of Indemnitee from any Enterprise or insurance carrier. Indemnitee will execute all papers required and take all action necessary to secure such rights, including execution of such documents as are necessary to enable the
Company to bring suit to enforce such rights. 
 Section 17. Duration of Agreement. This Agreement continues until and
terminates upon the later of (a) ten (10) years after the date that Indemnitee ceases to have a Corporate Status and (b) one (1) year after the final termination of any Proceeding then pending in respect of which Indemnitee is granted
rights of indemnification or advancement of Expenses hereunder and of any Proceeding commenced by Indemnitee pursuant to Section 14 of this Agreement relating thereto. The indemnification and advancement of Expenses rights provided by or
granted pursuant to this Agreement are binding upon and be enforceable by the parties hereto and their respective successors and assigns (including any direct or indirect successor by purchase, merger, consolidation or otherwise to all or
substantially all of the business or assets of the Company), continue as to an Indemnitee who has ceased to be a director, officer, employee or agent of the Company or of any other Enterprise, and inure to the benefit of Indemnitee and
Indemnitee’s spouse, assigns, heirs, devisees, executors and administrators and other legal representatives. 

  
 14 

 Section 18. Severability. If any provision or provisions of this Agreement is
held to be invalid, illegal or unenforceable for any reason whatsoever: (a) the validity, legality and enforceability of the remaining provisions of this Agreement (including, without limitation, each portion of any section of this Agreement
containing any such provision held to be invalid, illegal or unenforceable, that is not itself invalid, illegal or unenforceable) will not in any way be affected or impaired thereby and remain enforceable to the fullest extent permitted by law;
(b) such provision or provisions will be deemed reformed to the extent necessary to conform to applicable law and to give the maximum effect to the intent of the parties hereto; and (c) to the fullest extent possible, the provisions of
this Agreement (including, without limitation, each portion of any section of this Agreement containing any such provision held to be invalid, illegal or unenforceable, that is not itself invalid, illegal or unenforceable) will be construed so as to
give effect to the intent manifested thereby. 
 Section 19. Interpretation. Any ambiguity in the terms of this Agreement will
be resolved in favor of Indemnitee and in a manner to provide the maximum indemnification and advancement of Expenses permitted by law. The Company and Indemnitee intend that this Agreement provide to the fullest extent permitted by law for
indemnification in excess of that expressly provided, without limitation, by the Bylaws, the Certificate of Incorporation, vote of the Company stockholders or Disinterested Directors or applicable law. 

Section 20. Enforcement. 

(a) The Company expressly confirms and agrees that it has entered into this Agreement and assumed the obligations imposed on it hereby in
order to induce Indemnitee to serve as a director or officer of the Company, and the Company acknowledges that Indemnitee is relying upon this Agreement in serving or continuing to serve as a director or officer of the Company. 

(b) This Agreement constitutes the entire agreement between the parties hereto with respect to the subject matter hereof and supersedes all
prior agreements and understandings, oral, written and implied, between the parties hereto with respect to the subject matter hereof; provided, however, that this Agreement is a supplement to and in furtherance of the Bylaws, the Certificate of
Incorporation and applicable law, and is not a substitute therefor, nor to diminish or abrogate any rights of Indemnitee thereunder. 

Section 21. Modification and Waiver. No supplement, modification or amendment of this Agreement is binding unless executed in
writing by the parties hereto. No waiver of any of the provisions of this Agreement will be deemed or constitutes a waiver of any other provisions of this Agreement nor will any waiver constitute a continuing waiver. 

Section 22. Notice by Indemnitee. Indemnitee agrees promptly to notify the Company in writing upon being served with any summons,
citation, subpoena, complaint, indictment, information or other document relating to any Proceeding or matter which may be subject to indemnification or advancement of Expenses covered hereunder. The failure of Indemnitee to so notify the Company
does not relieve the Company of any obligation which it may have to the Indemnitee under this Agreement or otherwise. 

  
 15 

 Section 23. Notices. All notices, requests, demands and other communications
under this Agreement will be in writing and will be deemed to have been duly given if (a) delivered by hand to the other party, (b) sent by reputable overnight courier to the other party or (c) sent by facsimile transmission or
electronic mail, with receipt of oral confirmation that such communication has been received: 
 (a) If to Indemnitee, at the address
indicated on the signature page of this Agreement, or such other address as Indemnitee provides to the Company. 
 (b) If to the Company to:

  

					
		 	Name:	  	Intuity Medical, Inc.
		 	Address:	  	3500 West Warren Avenue
		 		  	Fremont, California 94538
		 	Attention:	  	Chief Executive Officer

 or to any other address as may have been furnished to Indemnitee by the Company. 

Section 24. Contribution. To the fullest extent permissible under applicable law, if the indemnification provided for in this
Agreement is unavailable to Indemnitee for any reason whatsoever, the Company, in lieu of indemnifying Indemnitee, will contribute to the amount incurred by Indemnitee, whether for judgments, fines, penalties, excise taxes, amounts paid or to be
paid in settlement and/or for Expenses, in connection with any claim relating to an indemnifiable event under this Agreement, in such proportion as is deemed fair and reasonable in light of all of the circumstances of such Proceeding in order to
reflect (i) the relative benefits received by the Company and Indemnitee as a result of the event(s) and/or transaction(s) giving cause to such Proceeding; and/or (ii) the relative fault of the Company (and its directors, officers,
employees and agents) and Indemnitee in connection with such event(s) and/or transaction(s). 
 Section 25. Applicable Law and
Consent to Jurisdiction. This Agreement and the legal relations among the parties are governed by, and construed and enforced in accordance with, the laws of the State of Delaware, without regard to its conflict of laws rules. Except with
respect to any arbitration commenced by Indemnitee pursuant to Section 14(a) of this Agreement, the Company and Indemnitee hereby irrevocably and unconditionally (i) agree that any action or Proceeding arising out of or in connection with
this Agreement may be brought only in the Delaware Court of Chancery and not in any other state or federal court in the United States of America or any court in any other country, (ii) consent to submit to the exclusive jurisdiction of the
Delaware Court for purposes of any action or Proceeding arising out of or in connection with this Agreement, (iii) waive any objection to the laying of venue of any such action or Proceeding in the Delaware Court and (iv) waive, and agree
not to plead or to make, any claim that any such action or Proceeding brought in the Delaware Court has been brought in an improper or inconvenient forum. 

Section 26. Identical Counterparts. This Agreement may be executed in one or more counterparts, each of which will for all
purposes be deemed to be an original but all of which together constitutes one and the same Agreement. Only one such counterpart signed by the party against whom enforceability is sought needs to be produced to evidence the existence of this
Agreement. 

  
 16 

 Section 27. Headings. The headings of this Agreement are inserted for
convenience only and do not constitute part of this Agreement or affect the construction thereof. 

  
 17 

 IN WITNESS WHEREOF, the parties have caused this Agreement to be signed as of the day and
year first above written. 
  

									
	INTUITY MEDICAL, INC.	 		 	INDEMNITEE
				
	By:	 	  
	 		 	  

	Name:	 		 		 	Name:	 	
	Office:	 		 		 	Address:	 	

  
 [Signature Page to
Indemnification Agreement]EX-10.18

 Exhibit 10.18 

Amended and Restated Advertising Agency Contract 

Intuity Medical, Inc. and Mind Machine, LLC 

This amended and restated agreement for the provision of professional services (“Agreement”) is entered into as of May 23, 2021 (the
“Effective Date”) by and between Intuity Medical, Inc., located at 3500 West Warren Avenue, Fremont CA 94538, hereinafter referred to as Client, and Mind Machine, LLC, located at 39655 Eureka Dr., Newark CA 94560, hereinafter referred to
as Agency. Client and Agency are sometimes referred to in this Agreement individually as a “Party” or, collectively, as “Parties.” This Agreement amends and restates the Parties’ prior agreement dated September 13, 2019
(the “Prior Agreement”). 
  

	1.	 Term. The term of this Agreement (“Term”) shall be one year beginning on the Amended and Restated
Advertising Agency Contract Effective Date hereof and be extended for one or more additional one-year periods unless a Notice of Non-Renewal is given by Client or Agency
60 days prior to the expiration date of the then-current Term. 

  

	2.	 Appointment of Agency 

 

	 	2.1	 Client hereby appoints Agency, and Agency hereby agrees to serve, as Client’s primary agency for
marketing, advertising and brand strategy, marketing, advertising and brand development, consumer research management, selected creative development and program execution, Public Relations, and Media Strategy, Buying, and Placement. Proposed
services to be performed by Agency hereunder are set forth in Section 3. As such, Agency is authorized to purchase selected outside services on Client’s behalf as Client’s Agent, subject to Client’s prior written approval of such
purchases. 

  

	 	2.2	 Agency agrees to devote its commercially reasonable efforts to furthering Client’s interests and to
endeavor in every way to make the Parties’ communications successful. Agency shall supervise all campaigns, trademarks, service marks, slogans, layouts, media, written materials, artwork, drawings, graphic design, films, recordings, video
tapes, audio tapes, films, photographs, photo negatives, sound tracks, logos, designs, slogans, collateral and packaging, and all other materials prepared by or purchased by Agency exclusively for Client that are subject to copyright, trademark,
patent, or similar protection (collectively, “Work Product”) for appearance, accuracy, timeliness, position, size and mechanical reproduction as assigned by Client. 

 

	 	2.3	 Agency shall credit and pay all proper bills incurred on behalf of Client’s account. Agency shall make no
commitments or disbursements or incur any obligations for Client’s account without prior written authorization from Client. Agency shall obtain Client’s written approval on all project estimates and media authorizations before ordering
production material, making commitments with suppliers or making reservations for media space or time. 

  

	 	2.4	 Client may request changes or cancellations, or stop any work in progress. Where previously approved work has
already incurred charges, Client agrees to reimburse Agency for unrecoverable charges or expenses arising from requested changes or cancellations, other than time/effort of Agency personnel. 

  
 1 

	 	2.5	 Agency shall submit to Client for approval all copy, layouts, artwork, drawings, storyboards, scripts and media
schedules. 

  

	 	2.6	 Client hereby designates the following as its representative(s) with authority to sign estimates and approvals:

  

			
	Name:	  	Dana Masino
		
	Title:	  	President

  

	 	2.7	 Agency shall use its best efforts to guard against any loss to Client through failure of media or suppliers to
properly execute their commitments, but Agency shall have no responsibility for any such failure by third parties. 

  

	3.	 Services Provided by Agency (“Services”) will be more fully set forth in interactions between Client
and Agency, and may include: 

  

	 	3.1	 Strategic Development. Study Client’s products or services; analyze Client’s present and potential
markets; and develop the following (but not limited to the following) plans and programs to increase front end sales, pharmacy sales and client profitability: 

 

	 	3.1.1	 Brand Strategy, Advertising Strategy, Marketing Strategy and plans 

 

	 	3.1.2	 Creative content, Promotional concepts 

 

	 	3.1.3	 Media plans and placement 

 

	 	3.1.4	 Market access 

  

	 	3.1.5	 Compliance 

  

	 	3.1.6	 Diabetes influencer / market strategy and approach 

 

	 	3.1.7	 Digital / SEO / SEM strategy, development and execution 

 

	 	3.1.8	 Points of Views (POVs) for: 

 

	 	3.1.8.1	 Third party proposals 

 

	 	3.1.8.2	 Competitive activity 

 

	 	3.1.8.3	 Industry trending including breaking information and issues 

  
 2 

	 	3.2	 Brand Development. develop the following (but not limited to the following) plans and creative to promote the
brand in the marketplace: 

  

	 	3.2.1	 Brand extension plans 

 

	 	3.2.2	 Brand architecture plans 

 

	 	3.2.3	 Brand standard/style guide development and maintenance 

 

	 	3.2.4	 Actively seek opportunities and third party options to extend the brand, create proposals and present to
client. 

  

	 	3.3	 Consumer Research and Competitive Industry Analysis. Conduct consistent and ongoing consumer research and
competitive analysis. 

  

	 	3.4	 Other Creative Development and Program Execution. Provide the following (but not limited to the following)
support services to drive creative development and program execution: 

  

	 	3.4.1	 Develop and investigate ideas, internally conduct research, gather proposals from third parties on concepts,
prepare proposals for client, present to client, etc. 

  

	 	3.4.2	 Creative development of Health Care Professional Collateral and Advertisements. 

 

	 	3.4.3	 Concept, Write, design, illustrate, or otherwise prepare Client’s Brand, advertising and marketing
materials including commercials to be broadcast, or other appropriate forms of Client’s message. 

  

	 	3.4.4	 Attend and sometimes lead regular meetings with Client. 

 

	 	3.4.5	 Order space, time, or other means to be used for Client’s advertising, endeavoring to secure the most
advantageous rates available. 

  

	 	3.4.6	 Check and verify insertions, displays, broadcasts, or other means used, to such degree as is usually performed
by advertising agencies. 

  

	 	3.4.7	 Audit invoices for space, time, material preparation, and services. 

 

	 	3.4.8	 Mock up boards (performed internally) as necessary 

 

	 	3.4.9	 Prepare studio digital outputs including disk, comps, color copies, fieries, etc. 

 

	 	3.4.10	 Prepare digital color output (FTP and PDF) 

 

	 	3.4.11	 Upload files/FTP’s 

 

	 	3.4.12	 Prepare audio, video, and still image files for review and approval 

  
 3 

	 	3.4.13	 Identify translation services or perform via internal resources, web, etc. 

 

	 	3.4.14	 Perform copywriting 

  

	 	3.4.15	 Perform proofreading 

 

	 	3.4.16	 Identify stock photography options 

 

	 	3.4.17	 Identify new photography resources as needed 

 

	 	3.4.18	 Coordinate new photography needs, including talent and studio identification and selection, arrangement,
coordination of photo shoot on location as required 

  

	 	3.4.19	 Print image scanning and retouching as needed 

 

	 	3.4.20	 Prepare final proofs for printing 

 

	 	3.4.21	 Identify shipping options/best costs and coordinate shipping resources 

 

	 	3.4.22	 Identify source print options and facilitate printing of materials at pass- through costs

  

	 	3.4.23	 AOR Major Workstreams for Client: Please see section 6.1 for schedule of work/deliverables in all of these
areas. 

  

	 	3.4.23.1	 Brand Development, messaging development and brand management 

 

	 	3.4.23.1.1	 Brand Development, refinement and management 

 

	 	3.4.23.1.1.1	 Brand purpose 

  

	 	3.4.23.1.1.2	 Brand promise 

  

	 	3.4.23.1.1.3	 Brand values 

  

	 	3.4.23.1.1.4	 Positioning statement 

 

	 	3.4.23.1.1.5	 Vision statement 

  

	 	3.4.23.1.1.6	 Brand story 

  

	 	3.4.23.1.1.7	 Brand attributes 

  

	 	3.4.23.1.1.8	 Outputs: 

  

	 	3.4.23.1.1.8.1	 Means/End Ladder 

  
 4 

	 	3.4.23.1.1.8.2	 Brand Pyramid 

  

	 	3.4.23.1.1.8.3	 Tagline 

  

	 	3.4.23.1.1.8.4	 Finaliz ID 

  

	 	3.4.23.1.1.8.5	 Brand Architecture 

  

	 	3.4.23.1.1.9	 Messaging Development & Brand Management 

 

	 	3.4.23.1.1.9.1	 Umbrella copy 

  

	 	3.4.23.1.1.9.2	 Consumer 

  

	 	3.4.23.1.1.9.3	 HCP 

  

	 	3.4.23.1.1.9.4	 Pharmacy 

  

	 	3.4.23.1.1.9.5	 Conference/Symposium 

 

	 	3.4.23.1.1.10	 Brand Management 

  

	 	3.4.23.1.1.10.1	 Analyze/report brand perception 

 

	 	3.4.23.1.1.10.2	 Analyze/report brand engagement 

 

	 	3.4.23.1.1.10.3	 Track brand compliance 

 

	 	3.4.23.1.1.10.4	 Track brand sentiment 

 

	 	3.4.23.1.1.10.5	 Track/report brand awareness 

 

	 	3.4.23.2	 HCP campaign development and execution 

 

	 	3.4.23.3	 Online asset development, management and promotion (i.e. 4 websites) 

 

	 	3.4.23.3.1	 POGO Shopify 

  

	 	3.4.23.3.2	 POGO Consumer site 

  

	 	3.4.23.3.3	 POGO HCP site 

  
 5 

	 	3.4.23.3.4	 Intuity Medical site 

 

	 	3.4.23.4	 Public Relations 

  

	 	3.4.23.4.1	 Industry relations 

  

	 	3.4.23.4.2	 Community relations 

  

	 	3.4.23.4.3	 Employee relations 

  

	 	3.4.23.4.4	 Reputation/Perception management 

 

	 	3.4.23.4.5	 Brand promotion 

  

	 	3.4.23.4.6	 Media relations 

  

	 	3.4.23.4.7	 Crisis management 

  

	 	3.4.23.5	 SEO / SEM plan development and execution 

 

	 	3.4.23.6	 DTC (direct to consumer) plan development and execution 

 

	 	3.4.23.7	 Managed care and employer campaign development and execution 

 

	 	3.4.23.8	 Digital advertising campaign development & execution 

 

	 	3.4.23.9	 Traditional advertising campaign development and execution 

 

	 	3.5	 Other related agency services (unique to IMI/MedTech) 

 

	 	3.5.1	 Payer, Employer and Market Access – Analysis, strategy and tactical plans 

 

	 	3.5.2	 KOL strategy development, execution, recruitment and management 

 

	 	3.5.3	 Aiding the recruitment of the Scientific Advisory Board members 

 

	 	3.5.4	 Diabetes Influencer strategy development, execution, recruitment and management 

 

	 	3.5.5	 Healthcare Compliance advisory – i.e. Sunshine Act & Open Payments 

 

	 	3.5.6	 Neuroscience Expertise in Selling/Positioning – i.e. understanding and common human cognitive biases

  

	 	3.5.7	 Diabetes HCP Expertise – ability to research/retrieve scientific studies to best position Client’s
products to HCPs 

  

	 	3.5.8	 Diabetes market research expertise, planning and project management 

  
 6 

	 	3.5.9	 Marketing studies: Aiding the planning and management of marketing studies that can aid in producing claims for
the client’s product 

  

	 	3.5.10	 Clinical studies: Aiding the planning and management of clinical studies that can aid in producing claims for
the client’s product 

  

	 	3.6	 Services Not Included in Monthly Fixed Retainer (“Pass-through Items”). Agency shall pass through
without markup the expenses associated with the following items separately from the monthly retainer agreement: 

  

	 	3.6.1	 Third party costs to conduct research 

 

	 	3.6.2	 Third party costs to obtain research materials 

 

	 	3.6.3	 Third party costs for services/intellectual capital required outside of agency and client

  

	 	3.6.4	 Media costs and outside services 

 

	 	3.6.5	 Travel expenses following client travel policies and procedures 

 

	 	3.6.6	 Third party costs for translation services 

 

	 	3.6.7	 Stock photography fees 

 

	 	3.6.8	 New photography costs 

 

	 	3.6.9	 Talent, studio and photography costs 

 

	 	3.6.10	 Print proofs from printer (blue line) 

 

	 	3.6.11	 Shipping, freight and express delivery including but not limited to cost to send copy/artwork to client.

  

	 	3.7	 All purchases of Pass-through Items shall be subject to Client’s prior approval and right of cancellation.
Upon cancellation by Client, Agency shall take all appropriate steps to effect such cancellation, provided that Client shall hold Agency harmless with respect to any costs incurred by Agency as a result thereof. 

 

	 	3.8	 Nothing in this agreement shall be deemed to require Agency to undertake any campaign or prepare any
advertising or publicity which is in Agency’s judgment misleading, libelous, unlawful, indecent or otherwise prejudicial to Agency or to Client’s interest. 

 

	 	3.9	 All Work Product subject to copyright, trademark, patent, or similar protection developed or created by Agency
in performing Services for Buyer under this Agreement, and for which Client has paid, regardless of whether such materials were published, displayed, or otherwise presented prior to the termination of this Agreement, shall be deemed to be works for
hire and the property of Client. 

  
 7 

	 	
Notwithstanding the foregoing, it is understood that Agency may, on occasion, license materials from third parties for inclusion in Work Product. In such circumstances, Agency shall inform Client
of any such licenses and ownership of such licensed materials remains with the licensor at the conclusion of the term of the license, and Client shall remain bound by the terms of such licenses. 

 

	 	3.10	 Agency shall hold original production vehicles of all Client materials for a period not to exceed three
(3) years. Agency shall not be responsible for the destruction of the same through fire, theft or natural disaster. 

  

	 	3.11	 Any items, tasks, projects, etc. determined to be out of scope will be billed on a T&E basis, but only
after agreement on terms between client and agency. 

  

	4.	 Confidentiality 

  

	 	4.1	 In connection with performance by the Parties pursuant to this Agreement, Agency may have access to or receive
from Client information considered confidential and proprietary by Client (“Confidential Information”). Confidential Information shall include, without limitation: the terms of this Agreement and information concerning Client’s
product pricing, business plans, strategies, operations, policies, procedures, or methods of operation. Confidential Information shall not include information in the public domain, information known to Agency prior to disclosure by Client, or
information lawfully obtained by Agency from a third party. 

  

	 	4.2	 Agency shall use Confidential Information solely in connection with performance of Services pursuant to this
Agreement. Agency shall not disclose Confidential Information to any third party without Client’s prior written consent or as required by a subpoena, court order or other legal process (“Process”). 

 

	 	4.3	 Any disclosure of Confidential Information to a third party with Client’s written consent shall be made
only upon execution by such third party of a written agreement to be bound by the provisions of this Section 4. 

  

	 	4.4	 In the event that Agency is required by Process to disclose any Confidential Information to a third party, such
disclosure shall not be made except after Agency provides Client with at least ten (10) days’ prior Notice of any such proposed disclosure so that Client may seek a protective order or other appropriate remedy, and Agency shall make
reasonable efforts to ensure that the Confidential Information shall be accorded confidential treatment by such third party. 

  

	 	4.5	 Personally Identifiable Information. “Personally Identifiable Information” or “PII” means
information that can be used to distinguish or trace an individual’s identity, either alone or when combined with other personal or identifying information that is linked or linkable to a specific individual. Consultant may receive PII
necessary to perform and conduct the Services, and Consultant does and shall comply with applicable privacy laws, and/or regulations limiting the types and use of data to that which is necessary to be used and collected in order to perform the
Services. Should Consultant need to receive any personal information that constitutes “Protected 

  
 8 

	 	
Health Information,” as that term is defined in the U.S. “Health Insurance Portability & Accountability Act of 1996” and regulations promulgated under that Act
(collectively “HIPAA”), Consultant and Company must enter into other or further agreements for protections of the same. Without limiting the foregoing, Consultant shall treat any PII it may receive pursuant to this Agreement as
Confidential Information in accordance with this Section 4, and protect the confidentiality and integrity of any such user information in a manner consistent with the terms hereof and all applicable law. Company does not convey any rights in
any PII, and Consultant shall not, without Company’s express written consent use PII for any other reason than to affect the purposes of this Agreement. EXCEPT AS OTHERWISE EXPRESSLY AUTHORIZED, CONSULTANT SHALL NOT COLLECT OR USE ANY PII IT
MAY RECEIVE DURING THE COURSE OF THIS CONSULTING ARRANGEMENT. 

  

	 	4.6	 Upon the termination of this Agreement, Agency shall promptly return all Confidential Information received from
Client or certify in writing that all such Confidential Information and copies thereof have been destroyed. 

  

	5.	 Exclusivity. During the Term of this agreement, Agency shall not act as the agency or communications firm for
any other client account selling products or services competitive with Client’s present products or services without Client’s prior written consent. Client shall not engage the services of any other communications firm without the
Agency’s prior knowledge. 

  

	6.	 Agency Compensation 

  

	 	6.1	 In consideration of performance by Agency of the services set forth in Sections 3.1 through 3.6, Client agrees
to pay a fixed monthly Professional Services Fee that is adjusted based on the following schedule (fees with associated areas of work/deliverables): 

  

					
			
	6.1.1	  	January 2021	  	$314,500/Month
			
	6.1.2	  	February 2021 to July 2021	  	$298,500/Month
			
	6.1.3	  	August 2021 to December 2021	  	$333,700/Month
			
	6.1.4	  	January 1, 2022 to December 31, 2022	  	$357,500/Month

  

	7.	 The Professional Services Fee shall be invoiced monthly at the onset of the invoice period.

  

	 	7.1.1	 Pass-through Items shall be estimated in writing by Agency, approved by Client in advance of Agency incurring
any such charges, and invoiced separately. Unless stated otherwise on the estimate, 50% of the estimated amount shall be invoiced in advance to coincide with estimate approval, and the balance shall be invoiced upon completion of the services giving
rise to the Pass-through Charges. Any exceptions to this policy shall be noted on the estimate. Final invoices may be within no more than 10% of the original estimated amount. If final costs are expected to exceed that variance, the project shall be
re-estimated for client approval. 

  
 9 

	 	7.2	 Client may request changes or cancellations, or stop any work in progress, provided that Client shall hold
Agency harmless with respect to any costs incurred by Agency as a result thereof. 

  

	 	7.3	 Adjustment of Professional Services Fee 

 

	 	7.3.1	 Not later than sixty (60) days prior to the expiration of any Term, the Parties shall evaluate the
Professional Services Fee for possible adjustment, either upward or downward, based on any outstanding issues. 

  

	 	7.3.2	 Not later than thirty (30) days prior to the expiration of any Term, Agency shall give Notice to Client of
any requested adjustment of the Professional Services Fee, together with supporting documentation and calculations – although unlikely, given the fixed fee arrangement. 

 

	8.	 Billing Procedures 

  

	 	8.1	 Professional Services Fee Billing: 

Agency terms are net thirty (30) days from receipt of invoice. 
  

	 	8.2	 Media and Outside Services Billing: 

 

	 	8.2.1	 Advertising media and outside services are invoiced in advance and must be paid by Client at least five
(5) days before non-cancellable media/services contracts take effect. Agency checks all media advertising/services before payment to 3rd party is approved. Once payment has been made to Agency, Agency
assumes full financial responsibility for remitting payment to vendors or providers in a timely manner. 

  

	 	8.2.2	 All media and outside services placement requests shall name Client as Advertiser and Agency as Client’s
Agent. 

  

	9.	 Agency’s Representations and Warranties. Agency warrants and represents that: 

 

	 	9.1	 Agency shall perform the Services in accordance with professional standards of care, skill and diligence
reasonably employed by persons in the business of providing similar services, provided that Agency shall not be liable for delay, omission or error in any advertisement in the absence of wilful fault or neglect. 

 

	 	9.2	 Agency owns or has the right to use all intellectual property used by it in connection with its performance of
the Services, and deliverables provided by Agency hereunder shall not infringe any intellectual property rights of any third party. 

  
 10 

	 	9.3	 Agency shall exercise its best professional judgment in the preparation and placement of all advertising and
publicity for Client, with a view to avoiding any claims, proceedings or suits being made or instituted against Client. 

  

	10.	 Indemnification 

  

	 	10.1	 Agency shall defend, indemnify, and hold harmless Client, its officers, directors, employees and agents from
and against any claims, demands, damages, losses, expenses, liabilities and penalties, including reasonable attorneys’ and expert witnesses’ fees, arising out of or relating to any allegation that any deliverable provided by Agency
hereunder violates or infringes the patent, trademark, copyright or other intellectual property rights of any third party. 

  

	 	10.2	 Subject to Section 10.1, Client shall indemnify Agency against any loss it may incur as a result of any
claims, proceedings or suits made or brought against it based upon any advertising or publicity that Agency prepared for Client, and that was approved by Client prior to publication or broadcast, or any advertising element (i.e., photographs,
artwork, etc.) furnished by Client, and which allegedly violates the personal or property rights of any person or persons if Client approved in writing the use of said element before its publication or broadcast.. 

 

	11.	 Mediation. Both Parties agree to hereby submit to the jurisdiction of the state courts and to seek informal
resolution by mediation before a mutually acceptable mediator before resort to litigation. 

  

	12.	 Termination 

  

	 	12.1	 Termination without Cause. This agreement may be terminated by either party without cause upon one hundred
eighty (180) day’s Notice. 

  

	 	12.1.1	 In the event of termination without cause pursuant to Section 12.1, all services performed and materials
prepared by Agency during the sixty (60) days prior to the effective date of termination shall be billed to Client within five (5) days of completion, and shall be due and payable by Client upon receipt. Agency shall deliver to Client,
upon payment of all outstanding obligations, all papers, digital files, photographs and other materials related to the work performed on or before the termination date, and as well as any work performed, invoiced and paid for during the 180-day termination notice period. 

  

	 	12.1.2	 Non-cancellable contracts to which Agency has committed on behalf of
Client and with Client’s approval/authorization, shall be taken over and paid for by Client, in accordance with the provisions of this agreement and Client shall indemnify Agency against any claims thereof. 

  
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	 	12.2	 Termination for Cause. Either party may terminate this Agreement effectively immediately if:

  

	 	12.2.1	 The other party fails to cure any default in the performance of any covenant or obligation under this Agreement
within forty-five (45) days after Notice thereof; or 

  

	 	12.2.2	 The other party files a voluntary petition in bankruptcy, or enters into an arrangement with its creditors, or
applies for consents to the appointment, or suffers or permits the entry of an order adjudicating it to be bankrupt or insolvent. 

  

	 	12.3	 Obligations upon Termination. 

 

	 	12.3.1	 Upon termination of this Agreement with our without cause, Agency shall transfer or assign to Client:
(1) all Work Product in Agency’s possession or control belonging to Client pursuant to Section 9; and (2) all contracts with third parties, including advertising media or others, upon being duly released by Client and any such
third party from any further obligation thereunder, except where assignment is precluded by the terms thereof. 

  

	 	12.3.2	 If this Agreement is terminated by Agency for cause pursuant to Section 12.2.1 based on Client’s
default in payment of compensation due hereunder, Client shall pay Agency all costs and expenses, including attorney’s fees, the fees of collection agencies and other expenses incurred in enforcing any of the terms or conditions thereof.

  

	 	12.3.3	 If this Agreement is terminated by Client for cause, Client’s obligation to pay the Professional Services
Fee shall be extinguished as of the effective date of termination. If this Agreement is terminated by Client without cause pursuant to Section 12.1, Client shall pay all third party costs incurred by Agency prior to the effective date of Notice
of termination including any future non-cancellable obligations assumed by Agency prior to the effective date of Notice of termination. 

 

	13.	 Notices. Any notice required or permitted to be given by a Party under this Agreement (“Notice”)
shall be in writing sent by United States registered or certified mail, postage fully prepaid and return receipt requested, or by overnight courier, addressed to the other Party as follows (or at such other address as such Party may designate by
Notice given pursuant to this Section 12), and shall be effective on the date of delivery as evidenced by return receipt or as confirmed in writing by the overnight courier service: 

If to Intuity: 
 Dave Yamauchi (or designee) 

Vice President, Marketing 

Intuity Medical, Inc. 
 3500 West
Warren Avenue 
 Fremont CA 94538 

  
 12 

 If to Supplier: 

Dana Masino (or designee) 
 Mind
Machine, LLC 
 39655 Eureka Dr. 

Newark CA 94560 
  

	14.	 General Provisions 

  

	 	14.1	 Governing Law. This agreement shall be interpreted and enforced in all respects by the laws of the State of
California applicable to contracts made and performed entirely within California between California residents. 

  

	 	14.2	 Survival. Sections 3.9, 3.10, 4, 10, 11, 12.3 and 13 shall survive termination of this Agreement and shall
remain effective and binding upon the Parties until all rights or obligations thereunder are fully satisfied or performed. 

  

	 	14.3	 Entire Agreement. This writing contains the entire agreement of the Parties with respect to the subject matter
hereof, and supersedes any prior written or oral agreement between parties respecting the subject matter hereof. The Prior Agreement is hereby amended and restated in its entirety. No representations were made or relied on by either Party, other
than those expressly set forth herein. 

  

	 	14.4	 Amendment. This Agreement may not be amended except by written agreement executed by the Parties.

  

	 	14.5	 Assignment. Neither Party shall have the right to assign this Agreement or any interest therein without the
prior written consent of the other Party. Subject to the foregoing, this Agreement shall be binding on and shall inure to the benefit of the Parties and their respective successors and assigns. 

 

	 	14.6	 Severability. If any term, provision, covenant or condition of this Agreement is held by a court of competent
jurisdiction to be invalid, void or unenforceable, the remainder of the provisions hereof shall remain in full force and effect and shall in no way be affected, impaired or invalidated. 

 

	 	14.7	 Waiver. Waiver of any default or breach of this Agreement or any warranty, representation, covenant or
obligation contained herein shall not be construed as a waiver of any other or subsequent default or breach. 

  
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 IN WITNESS WHEREOF the Parties have executed this Agreement as of the Effective Date. 

 

									
	For Agency:	 		 	INTUITY MEDICAL, INC.

									
					
	By:	 	 /s/ J. Dean Zikria
	 		 	 By:
	 	 /s/ Emory Anderson

									
					
	Name:	 	 J. Dean Zikria
	 		 	Name:	 	 Emory Anderson

					
	Title:	 	 CEO & Chairman of the Board
	 		 	Title:	 	 President and CEO

					
	Date:	 	 May 25, 2021
	 		 	Date:	 	 May 23, 2021

  
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