Kaleo’s Allerject goes up against behemoth EpiPen, which has become the Kleenex of the category. And due to regulatory guidelines, it couldn’t even mention the other guy. So it built a tool comparing the device to physicians’ phones, an effort our judges call “simple, impactful and impressive.” Even in an epinephrine auto-injector market that had crashed by 5% during the pandemic, it won 10% market share from EpiPen in three months.