Innovation to tackle the Diabetes Epidemic

Type 2 Diabetes is a chronic and increasingly widespread condition. While there is no cure, it can be managed – and giving patients accurate and timely information about their glucose levels is critical to a successful outcome. A large medtech company had designed an innovative new product to make this data accessible to more people. They partnered with VF to help optimize the go-to-market strategy, from product design to pricing and positioning.

With such a complex issue, category experience is vital – and the VF team brought foundational knowledge of both the target audience and the dynamics of the condition, from product trials, segmentation, and ethnographic work.
With this deep knowledge of a patient’s daily challenges and aspirations, we designed a program with integrated modules of concept evaluation, pricing, and messaging.

The partnership around this product has extended over three years, and launched in the USA and Canada in summer 2024
As the first FDA-cleared glucose biosensor available without a prescription, the positioning has been shaped to make the product both financially and conceptually accessible. Industry commentary has already lauded it as a leap forward in the race to manage this threatening condition.