CMR case study: Ensuring market acceptance of insulin pen to paediatric diabetes market
Market acceptance starts by knowing your audience - which ultimately ensures the success of your medical device. As a late entrant to the paediatric diabetes market, our client wanted to demonstrate its commitment to helping children and their parents manage their condition effectively.
CMR was engaged to assess the extent to which an insulin pen concept met the needs of this sensitive target audience. With a need to ensure clear differentiation between its offering and existing competitor pens, our client was seeking to understand perceptions of both usability and the impact that the pen’s launch would have on its brand.
Results for this project
CMR’s work enabled the client to really understand the way in which its new target audience perceived both the pen and its wider brand. It was able to refine its design to ensure that the pen maximised ease of use and compliance, whilst adding value to the wider brand. CMR created a summary video to highlight the perceived benefits of the pen to our client’s sales team and followed up this project with research to test marketing messages and support materials. As a result our client has now successfully launched its product to positive acclaim.