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.