Injex
Injex was a me-too needle-free injector that was plagued with the negative market perceptions of injectors. Positioning Injex against needles and not other needle-free injectors was the only way to go. Fear of needles was greatest with diabetics and provided an ideal market niche. Going head-to-head with needles ("Injex, the soft shot") in the diabetes market grew acceptance with nurse educators and resulted in a nationwide retail distribution agreement with CVS.
