iPet PRO | New Product Launch & Brand DevelopmentPet diabetes diagnoses were rising, but veterinarians had no blood glucose monitoring system designed specifically for animals. Most advised pet owners to use human meters, which required complex conversions because pet blood composition differs significantly from human blood, leading to inaccurate readings and unreliable treatment decisions.
iPet PRO was created to provide a more reliable and accurate solution—the first blood glucose monitoring system designed exclusively for dogs and cats.
New Product Launch | Brand Development | Go-to-Market Strategy | $1.2M Incremental Revenue
The Challenge
As pet diabetes awareness grew, so did the need for accurate at-home blood glucose monitoring. But no monitoring system on the market was specifically designed for pets. Veterinarians were recommending human meters as a workaround, requiring pet owners to perform manual conversions to account for differences between human and animal blood. This created a real clinical risk—inaccurate readings could lead to incorrect insulin dosing. UltiMed saw an opportunity to fill a genuine gap in the veterinary diabetes care market with a solution specifically designed for pets.
The Approach
I led the full commercialization of iPet PRO from brand development through market launch. Starting with the brand identity, I directed the creation of the iPet PRO name, logo, color palette, and visual system—building a brand that felt approachable for pet owners while communicating clinical credibility to veterinarians. I developed a dual-audience go-to-market strategy: veterinarian-facing materials led with accuracy and clinical differentiation (the first pet blood glucose monitoring system to achieve ±15 mg/dL accuracy 98% of the time), while pet owner materials focused on simplicity and confidence in caring for a pet with diabetes. I created the full suite of launch materials—sell sheets, product guides, patient education tools, a how-to video, and distributor communications—and managed the product launch across veterinary distribution channels.
Clinical Validation
To support the iPet PRO's accuracy claims and build credibility with veterinarians, I commissioned an independent clinical study through The Nutraceutical Alliance comparing iPet PRO against two established competitors—AlphaTRAK 2 and Accu-Chek Performa. The study tested blood samples from 26 dogs and 20 cats against a laboratory reference standard and evaluated both system accuracy and clinical accuracy per ISO 15197:2013 criteria. iPet PRO demonstrated significantly less bias and less variability than both competitors, with the study concluding it met or exceeded analysis criteria and was excellent in performance. The white paper became a key sales tool for veterinary distribution and gave our clinical accuracy claims third-party validation.
Product Education Video
To support pet owners managing diabetes at home, I developed an instructional video walking through the complete iPet PRO blood glucose testing process—from setup to obtaining a blood sample to reading results. The video was designed to reduce barriers to adoption by building pet owners’ confidence in using the system and to serve as a resource veterinarians could share directly with their patients.
The Result
Generated $1.2M in incremental revenue within the first 18 months of launch.
iPet PRO became UltiMed's first product designed exclusively for the veterinary diabetes care market, opening an entirely new revenue channel for the company.
The brand established credibility with veterinarians through its clinical accuracy claims and ISO 15197:2013 compliance, while the approachable brand identity and patient education tools made it accessible for pet owners managing diabetes at home. The launch expanded UltiMed's addressable market beyond human diabetes care and strengthened the company's portfolio ahead of private equity evaluation.
