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Global Influencers in Diabetes Insights report

A new report delivering the insights of influencers in the diabetes online community has been released by medical device market research agency, Creative Medical Research (CMR). The report highlights that technological advances in diabetes devices are seen to be device company led rather than offering a tailored people-centric approach. Findings also identified that the speed of product development is not adequate and that manufacturers should work with people with diabetes (PWD) to ensure devices are customisable and interoperable with others to enable greater success.

A new report delivering the insights of influencers in the diabetes online community has been released by medical device market research agency, Creative Medical Research (CMR). The report highlights that technological advances in diabetes devices are seen to be device company led rather than offering a tailored people-centric approach. Findings also identified that the speed of product development is not adequate and that manufacturers should work with people with diabetes (PWD) to ensure devices are customisable and interoperable with others to enable greater success.

The report was compiled following the discussions of 6 top global bloggers during a live online focus group moderated by CMR. As active members of the diabetes online community from each with tens of thousands of followers, the group were seen to be in agreement for a number of common themes and opinions for the challenges faced by PWD.

The report finds that earlier stage engagement with PWD is required to fully reflect the fundamental needs of end users. It’s further felt that manufacturers are bringing bloggers in too late in the process. Brought in at launch they feel they are being used to “create a buzz” rather than offer constructive feedback to ensure the device meets the requirements of PWD.

Recognising they themselves represent a very niche group of PWD where their knowledge is extensive, the bloggers appreciate the challenge for medical device companies is reaching the wider, potentially less engaged population to get a true representation of a product’s opportunities within the market. Yet despite this, they believe that more could be done. Highlighting that the diabetes online community (DOC) is considered a highly valued source of information for people with diabetes, participants of the focus group also felt that Healthcare professionals (HCPs) are no longer their go to for education around diabetes management.

Discussing their ideals for improved device features, interoperability across all their devices and therefore allowing the user choice came top of the bloggers priorities followed by the need for tailored solutions. Further findings centred on the DOC’s #languagematters and #wearenotwaiting campaigns with the report highlighting the pressures faced by the medical device industry to push innovation. Where bloggers have experienced HCPs who are supportive of the DIY movement, there is still a perceived element of fear amongst some HCPs around a PWD’s proactive alterations to their devices. The findings suggest that industry should take responsibility in supporting healthcare professionals to educate PWD more adequately to ensure hard to reach PWD are not slipping through the cracks of effective diabetes management.

“Having worked in the field of Diabetes for the last 18 years, we’ve focused on insight from both healthcare professionals and patients to help shape manufacturers plans whether at product design stage or to hone their marketing messages. Patient centricity is increasingly important in the development of new devices and as the landscape of influencers changes to a more peer led reference point for not just people with diabetes but a multitude of therapy areas, we’re compelled to ensure our research projects follow this trend where appropriate” says George Ashford, CEO at CMR. He adds “Making sense of the patient voice can be a challenge and whilst we’ve given people the chance to view the focus group recording in full, coupled with our extensive research experience in the field of diabetes this report has delivered interesting insights and we’ve concluded with our own thought provoking recommendations to the industry”.

To download a copy of the report click 
https://www.creativemedicalresearch.com/cmr-global-influencers-in-diabetes-report/

30th August 2018

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Creative Medical Research

01473 832211

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