Truth is, everybody trails behind J&J.  But Roche Pharmaceuticals and their blood glucose testing meters and strips were waaay back. And they had no idea who their customers were.  Change came when we began a small loyalty project, which morphed into a complex and multi-level CRM compliance and patient acquisition engagement over a 12-year period. From the banal (warranty card registration enhancement, weekly meter fulfillment) to the truly inspirational (deeply psychological motivational content, emotional patient messaging for quarterly phone/email/mail contact) we made the lives of people living with diabetes a bit easier. Oh, and made our client a ton of money.