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...