CONTOUR^® LINK Co-Branded Product Commercialization

THE CHALLENGE
People with diabetes using an insulin pump go through multiple steps to calculate and deliver just the right amount of insulin. Although insulin pumps are more convenient than injections, the procedure for calculating the correct insulin (bolus) dose can be tricky and have serious consequences if administered incorrectly.

To overcome potential problems patients have, and create a more user-friendly experience overall, Medtronic designed an insulin pump that communicates with compatible blood glucose monitors via wireless technology. Medtronic invited Bayer to adapt its leading-edge Contour meter to work with its Paradigm® insulin pump and Guardian® Real Time Continious Glucose Monitoring System.

Branded CONTOUR® LINK, Bayer’s blood glucose meter communicates effortlessly with compatible Medtronic Diabetes Devices. Reducing the risk of human error, it makes bolus dosing easier for Medtronic Insulin Pump users.

SCOPE OF WORK
Branding
■ Positioning: statement, framework, feature & benefits statements
■ Identity Development
■ Name and Nomenclature
■ Logotype and brand architecture
■ Co branding
■ Packaging

Messaging strategy:
■ Key message, communications platform

Integrated Marketing Communications:
■ Sales & Marketing Collateral
■ Educational Materials/Teaching Aids
■ Sales Force Training Materials
■ Product Photography

OUTCOME
The Contour Link system was launched in Germany and Canada to cater to Medtronic Insulin pump users.