UltiCare Micro | New Product Launch & Integrated Campaign
The pen needle market was shifting toward shorter, finer-gauge needles—and UltiMed didn't have a 4mm option. Without one, we risked losing relevance as clinical guidelines increasingly recommended shorter needles for subcutaneous insulin injection.
This project took UltiCare Micro from concept to market with a bold, insight-driven campaign built around a single powerful idea: with a 4mm needle, patients no longer have to pinch up when administering an insulin injection.
New Product Launch | 4mm × 32G Pen Needle | Multi-Channel Campaign | Dual-Audience Strategy
The Challenge
Clinical best practice was moving toward shorter pen needles. A 4mm needle delivers insulin subcutaneously without requiring patients to pinch the skin—a necessary step with longer 8mm needles to avoid intramuscular injection, which can reduce insulin uptake and cause discomfort. Becton Dickinson, the market leader, had already launched a 4mm pen needle, and UltiMed had no competitive offering.
We needed to develop, position, and launch a shorter, finer pen needle that could compete on clinical merit, patient comfort, and pharmacy economics—all at once.
The Approach
I led the go-to-market strategy from positioning through launch execution. Starting with the strategic brief, I developed two creative directions targeting both pharmacists and patients—then built the campaign around the insight that shorter needles eliminate the pinch. The “lobster claw” creative concept made the clinical benefit memorable, translating a technical product advantage into an emotionally resonant message. I developed audience-specific messaging: pharmacist-facing ads led with profitability (Smaller needles. Bigger profits.), while patient-facing messaging led with comfort (Now your patients don't have to feel the pinch.). The campaign launched across pharmacy trade publications and point-of-sale channels, supported by a press release and distributor communications to drive awareness and formulary adoption.
