Problem:
How to grow market share through new product introductions, utilizing
new technology.
Solution:
Identified the breakthrough importance
of a blood glucose meter that can measure beta hydroxybutyrate (ketones)
in the blood.
Leveraged the medical professional's aspirations to offer patients
better care with the positioning: "Clinically complete for more
precise management."
Developed advertising and promotional materials in support of new product.
CenterBrain Positioning Breakthrough:
Clinical Accuracy in your everyday life.
Results:
· Product is launched 4th quarter 1999.