Allerject, out to dethrone market leader EpiPen, knew it had a better auto-injector. It’s easier to carry and use, which helped it aim at the EpiPen’s weakness — it’s so bulky and cumbersome people leave it at home, defeating the purpose. So this launch didn’t just introduce a new auto-injector, it also launched a new behavior: actually carrying their injector. The effort exceeded sales forecasts by 23% in the first eight weeks.