ICONIC CLASS
agency: Concentric Pharma Advertising
brand: Betaseron
client: Bayer
photo from left: Michael Rowe, executive director of marketing, therapeutics business unit, Bayer • Ken Begasse, Jr., chief operating officer • Michael Sanzen, chief creative officer • Aimee Eastwood, associate creative director, copy • (Not pictured: Sayan Ray, creative director, art)
How do you revive a brand that hasn't captured market share since 1995? If you're Concentric, you blow it up through key insights into the latest clinical data and create what amounts to an explosive campaign.
Of course, it helps that clinical opinion has come to support early-stage treatment of multiple sclerosis patients with high-dose, high-frequency products—a key selling point of Betaseron. And Concentric knew what Bayer needed to do to capitalize on the changing treatment trends.
"Our challenge was to take these new studies and all this great data and make the physician take notice that the drug is now relevant," explains Concentric's Ken Begasse, Jr.
Concentric wanted to remind physicians that MS does damage from the start and make them notice Betaseron's efficacy in early-stage MS.
This led Concentric to create an iconic image of an orange axon (nerve fiber) lit up like a brightly burning fuse. Against the dark-blue background, the axon fuse is a visual trigger of the damage—and pain—MS patient experience and reminds physicians about the importance of immediate treatment. With the tagline "Not a Moment to Lose," Bayer created a quick, effective catchphrase. Docs recalled the efficacy message, which reps trained up on using the interactive video game sales tool called Rep Race.
PREVIOUS AGENCY ‹‹ HOME ›› NEXT AGENCY
The Weight-Loss Gold Rush: Legal and Regulatory Implications
July 11th 2024Jim Shehan, chair of the FDA Regulatory practice, Lowenstein Sandler, discusses how the FDA and other regulators likely to respond to the increased public interest and potential off-label use of GLP-1 drugs, what needs to be done for GLP-1s to be covered, advice for investors and financiers considering entering the weight-loss medication market and more.
Healthcare Marketing Strategies for Reaching Diverse Audiences
May 14th 2024Amanda Powers-Han, Chief Marketing Officer, Greater Than One, and Pharmaceutical Executive Editorial Advisory Board member, discusses how improved DE&I in healthcare marketing strategies can not only reach diverse audiences more effectively but also contribute to improved patient care outcomes, challenges faced in crafting culturally sensitive messages, and much more.