Merck Serono Geneva: easypod advanced auto-injector device

The growth hormone therapy market had become crowded and static. With little variety in the efficacy of drugs or treatments on offer, Merck Serono wanted to develop a device that would achieve differentiation and increase its market share.

Merck Serono Geneva: easypod advanced auto-injector device

Industrial Products

PDD Group Ltd, London

1. EXECUTIVE SUMMARY

In 2003 Merck Serono, a world leader in the field of biotechnology engaged PDD to design an auto-injector for its Growth Hormone (GH) therapy product Saizen®.

In what was a saturated and static market (in 2008 the market stabilized at around €2 billion)and with revenue being eroded by generic competition, Merck Serono wanted to increase market share by securing a higher percentage of new patients, encouraging patients on competitor therapies to change and by opening up new markets. With little difference in the efficacy...

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