The Medi-Jector VISION is an example of a brilliant invention developed by an equally brilliant physician -- that never quite reached its potential in the greater marketplace. The device was designed to deliver insulin to diabetic patients -- without the use of a traditional steel needle.
On paper -- what a break-through for children and needle-phobic adults who have diabetes. The problem was that the manufacturer chose to take their message directly to the patient -- without building an advocacy base with the medical doctors who treat patients with diabetes. That's where RDO came in.
RDO was asked to help reinvigorate sales of the Medi-Jector VISION by refreshing the product's brand image and message and then preparing communications materials to support the client's renewed efforts to sell physicians on the medical benefits of the device. We enhanced the product's logo, developed a clear positioning line and a marketing campaign -- following our customer (patient) - guided marketing development process.