In what I consider their best slight of hand, J&J hid a declining diabetic testing market from their shareholders from 2010 through 2013. They did this by selectively raising prices in their retail outlets twice each year, so that they could show marginal revenues growth overall. But in July 2013 the bottom dropped out of their market when Medicare went to a competitive bidding system and Lifescan was unable to compete. They masked their U.S. disaster with somewhat larger overseas sales. But ISO 15197:2013 did those sales in too. In the U.S. 2013 and 2014 saw larger retail price increases, but finally as Lifescan lost their mail order fulfillment market they finally capitulated.