Through a recent acquisition our client was moving into the Interventional Radiology space with an internal radioactive treatment, TheraSphere, targeted at treating liver cancer where the current standard of care is chemotherapy.
As the global agency of record, we not only had to refresh the branding of TheraSphere to align with the company, but we needed to ensure:
1. Global relevance and applicability (taking into account the compliance requirements across the international markets)
2. Education on the new innovative therapy
3. Differentiation from direct competitor
In order to truly deliver an impactful campaign, I worked with the accounts lead to delve into customer insights through multiple levels of market research. The balance of safety and efficacy was a major theme, pulling on the ‘accuracy’ and ‘strength’ of the TheraSphere product. Along, with a thorough understanding of the clinical literature, our team was able to conceptualize the ‘Archer’ campaign, representing the ‘targeted power’ of TheraSphere. This concept tested highest across the markets and really resonated with customers.
Within the first 6 months of the campaign launch, an 18% increase in sales in the US alone, was recognized.
As the global agency of record, we not only had to refresh the branding of TheraSphere to align with the company, but we needed to ensure:
1. Global relevance and applicability (taking into account the compliance requirements across the international markets)
2. Education on the new innovative therapy
3. Differentiation from direct competitor
In order to truly deliver an impactful campaign, I worked with the accounts lead to delve into customer insights through multiple levels of market research. The balance of safety and efficacy was a major theme, pulling on the ‘accuracy’ and ‘strength’ of the TheraSphere product. Along, with a thorough understanding of the clinical literature, our team was able to conceptualize the ‘Archer’ campaign, representing the ‘targeted power’ of TheraSphere. This concept tested highest across the markets and really resonated with customers.
Within the first 6 months of the campaign launch, an 18% increase in sales in the US alone, was recognized.
