It looks a bit like a diaphragm. It is in fact a doohickey to allow patients to safely and comfortably inject themselves with medicine -- even the needle-phobes. This new-fangled gadget is a Russian invention from designers Vladislav Kropachev and Vladimir Makarov. It actually won a 2005 Design Innovation Award last November, but has received surprisingly little press.
What you do with it is place it on your skin and simply push down with your finger. This pierces a capsule inside the Syringe-button containing a dose of medicine, while simultaneously forcing the medicine through the needle and injecting it into the skin. You don't even have to see the needle as it goes in.
These things can even "mimic pills" in the sense that they can be color-coded and the dosage can be printed on top, so users will be extra clear about the contents. Imagine filling an insulin prescription for, what?, 250 of these babies a month? No, actually it only works for set doses, of course, so maybe an option for PWDs on two shots a day, and/or maybe for long-acting insulin?
The Syringe-button truly does have "massive mass-product potential" -- although I think they'd need a catchier name. How about "Shot-O-Matic"? Or "Needle-Bopper"? Or "Prick-Disk"? ... OK, this is why I'm a professional spectator rather than a contender in Branding.