Exubera – inhalable insulin.

2006-2007 

There was a lot of excitement when pharmaceutical giant Pfizer launched an inhalable insulin. Following product approval in the US and Europe, market analysts predicted it would be a huge success for both diabetic patients and for Pfizer’s shareholders. Unlike regular liquid insulin, the innovative dry powdered insulin could be stored at room temperature. The greatest advantage was that patients could conveniently inhale the insulin with a special device, rather than injecting it with a needle. 

Patients complained that the inhaler was big, bulky and awkward. Correct dosage administration with the small blister-packs could be a cumbersome process. Healthcare providers disliked the time it took medical staff to instruct patients to use the new device. 

Failing to gain the acceptance of patients and physicians, Exubera was quickly discontinued. Pfizer lost 2,8 billion of dollars, and it remains one of the costliest product failures in the history of drug development. Exubera is an example of a potentially successful innovation that failed largely due to a poor user experience. 

Additional info:
Wired.com – announcing the launch…
Forbes.com – high expectations.