$500M service portfolio
And a multi-functional team inspired to make it realDECISION
Grow through services, not products
Diabetes Co. is one of the world’s leading makers of insulin pumps. Patients depend on those pumps to stay healthy, and they stay loyal. But when the company looked at why, the pumps weren’t the reason. The service around them was.
That changed the question. In a medical device market that kept getting more competitive, leadership saw where the next growth would come from: not better hardware, but the services patients valued most. They made the call to grow loyalty and sales by building an authentic brand around those services, and to say out loud what the company was really worth to the people who rely on it.
REASONABLE RESISTANCE
Built to make products, not services
But Diabetes Co. was a product company, all the way down. Its people, its experience, its plants, its financials, all built to make and sell devices.
Services are a different business. Different resources, different skills, different economics, and especially different margins. So every reason to stay in the product lane looked sound. It was what the company knew how to do, what it was staffed for, what the numbers were built around. An earlier try at branding on product features had already missed the value customers actually felt. Left there, the services stay invisible and the growth stays on the slide.
ACTION
Deliver value that patients feel
MileZero worked with the internal team to learn what patients truly valued, then build the brand on that instead of on guesses. They:
- Mapped the doctors, patients, and decision makers who mattered, and the moments in a patient’s life where the company’s service could matter most
- Ran dozens of one-on-one interviews with patients, physicians, and payers across the US and Western Europe, digging into the job each was trying to get done, how they solved it now, and what drove their decisions
- Found the critical points where patients tend to fall out of treatment, why they do, and where Diabetes Co. could actually change the outcome
RESULT
A brand and roadmap to $500M
The work turned what patients felt into something the company could act on.
- An authentic brand that tied what patients want to the value the business creates, and a campaign that landed with patients and employees alike
- Patient journey maps that profiled each key segment and showed the services and products that fit across a patient’s life
- A five-year strategy and product roadmap, built on those maps, naming the new services to build
- A service portfolio with $500 million in projected revenue behind it
CAPABILITY KEPT
Tools and skills that last for years
Diabetes Co. kept a living map of what patients value and a set of patient journey maps that need only a yearly update, not a fresh build. And it kept the skill to keep creating, testing, and building new services off them. The company that only knew how to sell products can now find the next service its patients want, and prove it.
This could be your story.
Why wait? Let’s have a conversation (not a sales pitch) that gets your decision moving and producing results.