Simpli | New Brand Development & Amazon LaunchA market insight turned into a trademarked brand, a product line, and $2M in revenue. Simpli was built from the ground up to serve diabetes patients who were paying more for pen needles through their insurance copay than they would pay out of pocket—a common but rarely addressed gap in the pharmacy channel.
The solution: a clean, modern, ecommerce pen needle brand designed specifically for Amazon, priced for the cash-pay patient, and built to compete on value without sacrificing quality or brand credibility.
2022 Launch | Trademarked Brand | 3 SKUs | $2M Revenue
The Challenge
In the traditional pharmacy channel, pen needles are dispensed as Tier 2 branded products—meaning patients often pay a higher copay through insurance than the cash price for the same product purchased directly. Many patients were unaware of this pricing gap, and no brand had been developed specifically to address it through ecommerce.
UltiMed's existing UltiCare brand was optimized for the retail pharmacy and distributor channel—not for the cash-pay, ecommerce-first patient. A new brand was needed: one built for Amazon from the ground up, priced accessibly, and positioned to earn patient trust without the pharmacy benefit system as a credibility crutch.
The strategic opportunity: reach an underserved patient segment through a channel where UltiMed had already proven success—and do it with a brand purpose-built for that environment.
The Approach
End-to-end brand development—from strategic concept and trademark registration to visual identity, packaging design, Amazon content strategy, and storefront launch.
Brand Strategy & Naming
Identified the ecommerce cash-pay patient as an underserved segment and developed the brand positioning around simplicity—accessible quality, transparent pricing, no insurance required. Developed and trademarked the name Simpli—a deliberate spelling choice that communicated the brand's core promise visually and verbally while differentiating it from generic commodity competitors.
Amazon Content Strategy
Developed a complete Amazon A+ content strategy to build patient confidence at the digital point of purchase—including product education copy, feature tables, size comparison charts, lifestyle imagery, and instructional graphics demonstrating proper pen needle selection and use. Every content element was designed to address the cash-pay patient's key purchase questions: compatibility, comfort, quality, and value.
Amazon Storefront Launch
Launched Simpli on Amazon leveraging UltiMed's existing D2C infrastructure—logistics, fulfillment, and customer service capabilities built through the UltiGuard VetRx channel—to execute a fast, efficient launch. Developed a brand video to educate cash-pay patients on pen needle selection and proper use, embedded directly in the Amazon storefront.
The Result
$2M in revenue generated since 2022 launch—brand still active on Amazon.
Simpli successfully reached an underserved patient segment that the traditional pharmacy channel wasn't serving effectively. By building a brand built for ecommerce and priced for the cash-pay patient, UltiMed expanded its addressable market beyond the pharmacy benefit system—adding incremental revenue without cannibalizing existing retail channel sales.
The trademarked Simpli brand demonstrated that a focused ecommerce strategy, paired with strong brand identity, patient-centered content, and strategic pricing, could create a sustainable new revenue stream in a highly commoditized product category.