We need this why?

We need this why?

It’s been said that the definition of insanity is doing the exact same action, time and time again and expecting a different result. When it comes to the world of conventional glucose monitoring insanity is launching yet another meter that does exactly what all the other meters do. It’s even more insane when one looks at the state of this market, which we have outlined has become commodity market where price is really the only thing that matters. But as we noted just yesterday when it comes to the wacky world of diabetes devices there is no such thing as common sense; stupidity yes, common sense no.

Sure as night follows day what shows up in the Diabetic Investor inbox this morning, yet another company who thinks they’ve built a better mouse trap. In this case it’s Omnis Health who is launching the Embrace EVO glucose monitor. Now what makes the EVO unique- well according to the company’s web site the test strip port is conveniently located at the top of the meter, the buttons are located on the front of the meter, the serial number is on the back of the meter and the meter has a data port – wow is this exciting or what.

But wait there’s more – the test strips used with the EVO confirm that the strip is properly positioned, pinpoint technology detects the blood sample and …..wait for it …..fill detection verifies the sample is adequate. Exciting right?

Honestly Diabetic Investor is not making this up and just as honestly we wish we were. Next thing we’ll learn is that EVO is the most accurate meter on the market or that it comes in pretty colors or that it can wash windows and do laundry.

Now we won’t go into detail yet again about how and why this market is being flushed down the toilet. The launch of the EVO is yet another example of how there is always a company out there who thinks they can build a better mouse trap. That no matter how many others have failed by launching similar copycat, me-too products that they will somehow succeed.

Remember what we said yesterday about there being no cure for stupidity? Ribit!!!!