Well here we go again folks. Another manufacturer Tandem Diabetes has won approval for an insulin pump but rather than expand the market all these pump manufacturers are trying to take a piece of the pie as most patients with Type I diabetes don’t want to rely on “technology” to treat their disease.
Earlier this year and late last year I led some extensive market research for a company that was a venture capital funded startup and wanted to market a new concept in insulin pumps for Type I diabetics. What we found during the market research is that the reason that penetration of insulin pumps remains around 25% is that most people either don’t trust the technology, find it to hard to learn or don’t want a device attached to them that makes them feel like they are “different”.
We did extensive research with Type I diabetics and who were both using insulin pumps and who were also continuing to use injections instead of insulin pumps. Even when the moderator asked people if an insulin pump was looked like an iPhone most people who were self injecting said no because they don’t trust technology and because they don’t want to “attached” to a medical device all day.
We even found that people who currently use insulin pumps often go back to self injecting because they find it easier than using an insulin pump. Of course the story that Medtronic insulin pumps can be hacked didn’t do manufactures any good either.
I wish Tandem good luck especially since they hired so many ex-Medtronic people but unless they are ready to commit to patient marketing and get intimate with their customers they are just going to get the same slice of the pie that too many companies are already fighting for.
- Insulin Pump Litigation Group to Discuss the Defective Minimed Insulin Pump Litigation Moves to Formal Discovery Phase (prweb.com)
- FDA Clears Portable Insulin Pump from San Diego’s Tandem Diabetes – Xconomy (xconomy.com)
- Is that the new iPod? No, it’s my insulin pump (news.cnet.com)
- Why My Insulin Pump Kicks Your Cell Phone’s Butt (diabetesdaily.com)
- Medtronic’s Low Glucose Suspend Technology Brings Insulin Pump Closer to Artificial Pancreas Functionality (medgadget.com)
- Tubeless insulin pump offers freedom for those w/ diabetes (abclocal.go.com)