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CMR case study: optimizing adoption of a new insulin pen

A major medical device manufacturer initiated a research drive to launch its new insulin pen for Type 1 Diabetes. Key objectives included global positioning, pricing, patient response, and HCP engagement.


  1. T1 Focus Groups: 60-min qualitative sessions across 15 markets gathered T1 patient insights, guiding positioning strategies.
  2. T1 Online Survey: A 30-min survey with conjoint analysis gauged reactions and optimal pricing.
  3. HCP IDIs: 45-min interviews with Endocrinologists and Nurses shaped engagement tactics.
  4. HCP Online Survey: A 20-min survey refined engagement and therapeutic positioning.

Results for this project

Insights informed pricing, features, and engagement strategies, ensuring a successful insulin pen launch and competitive market placement.