The Merck Serono easypod™ auto injector device for Growth Hormone Therapy is the first electronic device in this therapeutic area and was designed to improve patients' ease of daily use, reliability and convenience. It has been developed in conjunction with parents, their children and healthcare professionals and as a result meets the need for therapy compliance, traceability, safety and dose control as well as addressing the sensitive issues of needle phobia and the perception of pain. The design was aimed at embodying confidence and control for parents and be non-threatening, approachable and have the ability to be personalised by children.