Drug introduction

We were commissioned by global pharmaceutical company Mallinckrodt to develop a communications concept for the introduction of a drug against Multiple Sclerosis.

Later, the same medicine would also be used for other indications. In order to make a big impact from the get-go, a strong positioning of the medicine was needed. Product values, proposition, mission, and other basic components for effective communication were examined and optimized, and then we started working with various parties to put a solid marketing and communication strategy on paper.

Workflow

Based on desk research and several C-level interview sessions, we drafted a discussion paper and subsequently developed a presentation on the MS drug.

In our communications, the emphasis was very clearly on transparency and authenticity, not least because every pharmaceutical company, without exception, is confronted with the lack of these values in the sector.

The main findings from the discussion paper:

• Transparency about the brand behind the product is essential
• Transparency about the benefits and side effects as well
• All expressions require coordination with the core brand (values)
• We are looking for a story that is easy to use and tell
• The context in which the drug is prescribed and used is very important
• We create a ‘love to follow’ movement and go ‘from information to inspiration’, ‘from what the medicine does to what the medicine means’.

Working with the right propositions is essential, for all possible marketing materials. It is important to assess whether the different target groups have different needs or a different level of knowledge. After developing the propositions, we had a solid basis with which sales and communication could reach their target groups.

Creative phase

Based on the outcome of the strategy sessions, we developed a logo, a corporate identity, a communication style and a digital style.

PR and communication

In this phase we developed a large number of components and carried out multiple activities.

We started with an overarching plan and worked with our Worldcom partners to provide localized versions for each country involved. The components that were developed and localized included:

• PR plan
• Sales kit
• Media and stakeholder list
• Q&A’s
• Crisis communication plan
• Media training for C-level (international)
• Social media plan

Tools

The tools we used in the campaigns included:

• Letterhead, templates for official correspondence
• Brand identity guide
• Packaging designs
• Brochures and leaflets
• Supplementary Protection Certificates
• Detail aid
• Training manuals
• PowerPoint presentations
• Website
• Stand banners