Case Story

Creating an authentic
brand based on real 
sources of customer
delight for Diabetes Co

Client Mandate

Increase sales and loyalty by creating a brand that highlights the value of the services offered by Diabetes Co

Our Starting Point 

  • Brand messaging was exclusively focused on product benefits
  • However, customer data showed that loyalty was driven by service rather than product features

Our Success

  • Defined a patient-centric value proposition and message that inspired Diabetes Co employees and earned buy-in for the incubator’s activities and investments
  • Mapped a 5-year plan for product and service expansion rooted in how Diabetes Co best serves customers, according to customers

Our Starting Point

Diabetes Co is one of the world’s leading producer of insulin pumps and enjoys incredible customer loyalty because it provides top notch customer service to patients who depend on its products to stay healthy.  By contrast, company research showed that the actual products Diabetes Co produces (i.e. insulin pumps) had less of an effect on customer loyalty. In an increasingly competitive medical device market, Diabetes Co executives began to recognize the business potential of shifting their focus from products to services.

Since its services were a key driver of customer loyalty and business costs, Diabetes Co saw an opportunity to increase loyalty and sales by creating an authentic brand that communicated the unique value of its services to people who choose to manage their diabetes with an insulin pump. 

Our Journey

Building a brand based on what the company thought customers valued had failed to truly capture the value being created, so the rebranding began by developing an understanding of how customers thought about managing their diabetes.  We worked closely together to:

  • Identified critical types of doctors, patients, and decision makers along with multiple key “phases” in patients’ lives where connection to the Diabetes Co services might matter
  • Conducted dozens of one-on-one interviews with patients, physicians, and payers in the US and Western Europe to understand the problems they’re trying to solve (i.e. their Jobs to be Done), how they’re solving those problems today, and the positive and negative drivers of their decisions
  • Identify multiple “critical intervention points” in which patients are likely to become non-compliant, the reasons for their behavior change, and whether Diabetes Co could influence them effectively at these points

Our Progress

Through our work, we identified the true essence of the value experienced by Diabetes Co’s customers as a result of the company’s service offerings.  We used this understanding as the springboard for putting further insights into action:

  • Defined an authentic brand that married what patients want and need to the value the business creates for those patients, setting up a marketing campaign that resonated with both patients and employees
  • Laid the foundation for long-term fulfillment of the brand promise through services and new technology by:
    • Creating a Patient Journey that profiled key patient segments, mapped how they interact with their care ecosystem, and highlighted ideal services and products throughout their lifetime
    • Developing a 5-year strategy and product development roadmap based on the Patient Journey that identified new services to be developed

Client Mandate 

Increase sales and loyalty by creating a brand that highlights the value of the services offered by Diabetes Co

Our Starting Point 

  • Brand messaging was exclusively focused on product benefits
  • However, customer data showed that loyalty was driven by service rather than product features

Our Success

  • Defined a patient-centric value proposition and message that inspired Diabetes Co employees and earned buy-in for the incubator’s activities and investments
  • Mapped a 5-year plan for product and service expansion rooted in how Diabetes Co best served customers, according to customers

Our Starting Point

Diabetes Co is one of the world’s leading producer of insulin pumps and enjoys incredible customer loyalty because it provides top notch customer service to patients who depend on its products to stay healthy.  By contrast, company research showed that the actual products Diabetes Co produces (i.e. insulin pumps) had less of an effect on customer loyalty. In an increasingly competitive medical device market, Diabetes Co executives began to recognize the business potential of shifting their focus from products to services.

Since its services were a key driver of customer loyalty and business costs, Diabetes Co saw an opportunity to increase loyalty and sales by creating an authentic brand that communicated the unique value of its services to people who choose to manage their diabetes with an insulin pump. 

Our Journey

Building a brand based on what the company thought customers valued had failed to truly capture the value being created, so the rebranding began by developing an understanding of how customers thought about managing their diabetes.  We worked closely together to:

  • Identified critical types of doctors, patients, and decision makers along with multiple key “phases” in patients’ lives where connection to the Diabetes Co services might matter
  • Conducted dozens of one-on-one interviews with patients, physicians, and payers in the US and Western Europe to understand the problems they’re trying to solve (i.e. their Jobs to be Done), how they’re solving those problems today, and the positive and negative drivers of their decisions
  • Identify multiple “critical intervention points” in which patients are likely to become non-compliant, the reasons for their behavior change, and whether Diabetes Co could influence them effectively at these points

Our Progress

Through our work, we identified the true essence of the value experienced by Diabetes Co’s customers as a result of the company’s service offerings.  We used this understanding as the springboard for putting further insights into action:

  • Defined an authentic brand that married what patients want and need to the value the business creates for those patients, setting up a marketing campaign that resonated with both patients and employees
  • Laid the foundation for long-term fulfillment of the brand promise through services and new technology by:
    • Creating a Patient Journey that profiled key patient segments, mapped how they interact with their care ecosystem, and highlighted ideal services and products throughout their lifetime
    • Developing a 5-year strategy and product development roadmap based on the Patient Journey that identified new services to be developed

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