Novo Nordisk today inked a partnership deal with diabetes industry-focused company Lyfebulb to promote the development of innovative diabetes solutions using consumer or medical devices.

New York-based Lyfebulb said it will focus on “patient entrepreneurs” who are developing concepts for diabetes management using devices and healthcare information technology.

“This partnership with Novo Nordisk marks a milestone for Lyfebulb as a young organization with a strong commitment to patient-driven innovation and laser-focus on improving the quality of life for those living with chronic diseases such as diabetes. We are excited to expand our Lyfebulb Entrepreneur Circle, which provides exposure to an exclusive group of patient entrepreneurs who seek to truly transform their business. These entrepreneurs may help to transform the lives of patients,” Lyfebulb CEO Dr. Karin Hehenberger said in a press release.

“Having the patient at the center of everything we do directs us in our daily work. My team and I look forward to the unique opportunity to learn from and be inspired by the patient entrepreneurs,” Novo Nordisk device R&D senior veep Kenneth Strømdahl said in a prepared statement.