BD PentaPoint

Context

A leading medical technology company, BD (Becton Dickinson), launched a new needle to make daily insulin applications easier and reduce discomfort. The innovative design of the product combines two technologies that aim to improve the application experience, providing greater comfort and speed for the user.

Goal

The project had two main objectives:

1. Understand the user’s cognitive association with the product and the brand, exploring how patients perceived the new needle and their relationship with insulin treatment.

2. Create a proposal that would give new meaning to the relationship between the person and their condition, focusing on product technology, safety, and innovation to provide a more positive and less painful experience.

Problem

Many patients associated the use of needles with pain and discomfort, increasing fear and anxiety about insulin treatment. We realized that in addition to physically improving the product, it was necessary to redefine this experience through design and communication. The introduction of a new needle presented an opportunity to change the negative perception, creating a more engaging and premium experience, closer to a healthy and controlled lifestyle.

Research & Insights

• Research and Social Listening: We collected data on patients’ concerns, mapping their emotional associations with insulin use and their perception of the BD brand.
• Card Sorting and Empathy Map: These methodologies helped us better understand users’ fears and expectations, and structure the ideal patient journey.
• Behavioral Analysis: We identified that patients needed more information about the safety and efficiency of the new technology, and there was an opportunity to offer continuous educational content and digital support.

Process

• Tutorials and Educational Content: We created a series of video tutorials that demonstrated the correct use of the devices, with patient testimonials, as well as content on nutrition, physical activity, and tips for adopting a new lifestyle.
• BD Club: We developed the concept of the BD Club, a subscription service that not only delivered needles directly to the patients’ homes but also offered benefits such as personalized boxes and a scheduled needle disposal service, with collection at the user’s home.
• Redefining the Needle Experience: We worked on dissociating the needle from pain, repositioning the product as something engaging and premium. The design was conceived to be attractive and convey a sense of a healthy and controlled lifestyle, reducing fear and anxiety.

Solutions

• Proximity, Support, and Personalization: The creation of the BD Club provides personalized treatment plans tailored to the user’s needs, including custom cases for needle storage and a scheduled disposal service that collects used needles directly from patients’ homes.
• Content Hub: A dedicated platform with video tutorials on device usage and application techniques, alongside testimonials and content related to nutrition, physical activity, and topics that support the adoption of a new lifestyle.
• Redefining Through Design and Communication: A rebranding effort aimed at dissociating needles from pain by introducing a different, personalized, engaging, and premium design approach, transforming the experience into one aligned with a lifestyle of care and well-being.

Expected Impact and Results

• 60% Increase in Patient Engagement: Personalized care and convenient home services are expected to increase engagement and adherence to treatment by 60%.
• 40% Higher Adoption of Content Hub: Educational resources are projected to improve patients’ confidence in managing their treatment, leading to a 40% increase in platform usage.
• 30% Shift in Perception: The redesign and communication strategy are expected to reduce the association between needles and pain by 30%, creating a more positive treatment experience.

These initiatives are designed to enhance the patient experience, with BD Club’s personalization, the Content Hub’s educational support, and the redefined design expected to drive better adherence, increased confidence, and a healthier patient relationship with their treatment.

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