As I said in some recent posting, my own take is DRIO needs to have a two-point marketing attack to get their product recognized: go to professional care attended
Diabetes Conferences AND start going out to Diabetic user groups and show-and-tell demos of the DRIO mobile reader device.
The very recent diabetic reader device competitor, Dex Com FDA emergent use Approval has not been clarified (as to how it was obtained, example was some form of clinical data testing provided and involved in the FDA Approval Decision). The FDA (kind of) just said, generally to the effect . . . We make no legal decision on the device's (Dex Com) usefulness or medical success at being part of a diabetic care process. <---we just think its new tech that could help in diabetic medical care and want to allow it to be used between the customer/user and the medical health care professional . . . and we want to look over your shoulder and see how it goes.
Personally, unless Dex Com goes into heavy marketing costs . . . I do not foresee more than a few thousand being sold, initially.
Just guessing, I would say DRIO has over 5K of their devices in customer/user hands at this time. Please, if others have better info, please to provide it to the rest of us retail investors walking around with our hands over our eyes. DRIO has not been very fore-coming with device placement figures from within all the countries National Health Care Plans that have approved use of DRIO device reader. This kind of presents a mystery to current and potential retail stock investors, as to what is actually going on herein. If your product is going forward great guns . . . why not toot your own horn a little?
Marketing would be the 'trouble area' for any new product and business venture.
Personally, I have and am taking the bet on DRIO technology. I (and other posters) feel the spotted fox 'will out Watson . . . the game is afoot', within the next few quarters of 2015. If no progress by end of 2015 . . . hmm.
The DRIO product is manufactured in Israel . . . but until just recently DRIO HAD NOT had their government backing. Would not one build their base in-country, as an initial support for going to overseas markets? I guess I funked Marketing 100, oh well.
Be that we present retail investors, believe in DRIO tech potential we sit and await the events of 2015, and are trying to tea leave read the bland DRIO periodic PRs.
New funding scenarios will be more than interesting.
The DRIO Ad budget = online and website, attending professional conferences, and an occasional interview (why do they not go on Dr. Oz type of shows), and it seems they have some retail sales persons that drop into pharma retailers. I should like to see some TV and newspaper ads and calls to senior groups, etc. to attain in store display staffed demos. But DRIO management is so keyed (it seems) to electronic face book type of promotion.
