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