... especially as a consistent MAINIDEA with a unique recognition value in Integrated Communication - whether direct or indirect, classic or via social media, from the pre-launch to the finished branding. Supporting are: above-the-line and below-the-line measures as well as efficient service programs for the doctor, key opinion leaders, sales force, patients and their organizations.

Cases
Healthcare Communications

Biologics

Product Launch: Stage knowledge and marketing in a visually enhanced BioTech world. Objective: To unmistakably position specific drugs for finished trend-setting therapy concepts in nephrology, immunology, hematology, oncology and surgery. Product launch: After a successful test, the pre-launch started for the launch of Erythropoietin. The life science concept was also adopted for the subsequent monoclonal antibody Muromonab-CD3 and has resulted in both being branded in a uniform corporate design.

Biosimilar

Product Positioning: First follow-on biological Epoetin zeta to go generic. Again, standards must be set to ensure the safety and efficacy of biosimilars. Individual therapy, because every patient is unique. Claim: »Top quality - top price - strong in all strengths«. Individually as an injection solution in pre-filled syringes, for use in hematology and nephrology. The key visual »INDIVIDUAL« in 11 letters from different fonts, for 11 dosage sizes in 11 color values, is also unmistakably interpreted in the typographically designed corporate design and that in 11 packs.

Cope • Adherence • Analys

THESIS: Lack of adherence to medication, especially in newly diagnosed patients.
ANTITHESIS: Increase effectiveness and therapeutic success through cope-adherence.
SYNTHESIS: Understanding the disease better • Motivational programs • Self-management.

Cope-Adherence ... "Live in Life" is a motivational program that fits into the life of HIV & AIDS patients to reduce fears and worries. No matter what cultural background, religion or sexual orientation. Focus: Interaction in the exchange of experiences with those affected, their organizations and physicians. Aim: to facilitate long-term successful drug combination therapy.

Cross Channel Initiative

"... a dry night and the sun is smiling" uses cartoons and claims to convey the therapeutic success of treating primary nocturnal enuresis. The "overnight treatment" for endocrinologists, pediatricians and patients is presented with media appeal. The campaign was supported with advertisements, mailings, exhibition stand design, sales force and patient materials, dialogue measures for endocrinologists and pediatricians. The emotional and informative speech was very well received by the doctors, children and parents.

Health policy

"... a doctor walks a tightrope in the supply of medicines". Constantly changing framework conditions in the healthcare system require up-to-date information for the specific needs of all those involved. Our task: to create understanding for doctors, patients, their organizations and health insurance companies as well as all those who use products from our customers. We make health policy transparent, with current issues of the newsletter Focus on Health Policy, recourse brochures, workshops/seminars and medicine & culture events. The creative appearance led to a positive dialogue with the different target groups in a short time.

Advisor: Prof. Dr. M. H. Stellpflug, Berlin

Onco-Help Program

Brainstorming using agile methods in transparent processes for a knowledge-based system for Disease Management. MAIN-IDEA: a Life-Sciences Brillant leads top-class science about diagnostics, staging, diagnosis to therapy. Multifaceted and selective in the divisions: Lung Cancer NSCLC Inoperable, Operable and SCLC Limited Disease–Extensive. The R&D Oncology team, Key Opinion Leader and H. Husmann met as a brainstorming- working group.

Pharmacokinetics

Seeing and understanding - a picture says more than a thousand words when you visualize the treatment of Tumor Fracture Pain at first glance. This shows the mechanism of action of the buccal tablets with and without OVT OraVescent® therapy until they enter the bloodstream. Likewise the breakthrough pain episodes over the time of the ph dissolution phases: 1. Tablet-saliva contact - 2. pH decreases - 3. pH increases again.

Rebranding

An established hormonal contraceptive repositions itself: »For the first time for the young target group«. The micro pill at a micro price, positive for skin and hair, cycle-stable, in a feminine pack design was accompanied by above-the-line and below-the-line measures. The Rebranding has led to more glazing in the long term in a short period of time.