Brand repositioning

We developed positioning, messaging, creative execution, refinement and take-up for an immunology brand with multiple new indications, rolling out across all EMEA regions. Retained as agency of record for over 3 years.

Client challenges

  • Competitors were due to enter the market, demonstrating strong clinical results
  • Increased buying pressure and focus on cost effectiveness for Payers across Europe
  • Needed to move successful teams across many countries from good to great
  • Needed to accelerate earlier use in the treatment pathway before competitor entry.

Our approach

Primary market research

We conducted research with HCPs and patients to identify opportunities for laser-focussed positioning.

Strategy and repositioning development

We collaborated to reposition the product and develop an improved strategy to ‘re-launch’ across Europe.

Scientific messaging house

We helped integrate the strategy and customer experience teams to iteratively develop messaging with customers. This was consolidated into a regional messaging house, driving consistency across markets with the opportunity for local adaptation.

Creative execution

We designed and delivered regional assets including: an interactive eDetail, congress and exhibition stands, a mobile app and all other print and digital assets.