ENBREL

Client
Immunex Corporation

Description
Innovative biologic for the treatment of rheumatoid arthritis (RA)

Objective
Client seeks to increase their visibility and intrinsic value with physicians, patients and investors.

Branding Strategy

Create the first brand within a new class.

Reposition the entire RA category through this revolutionary class of drug.

Develop a highly differentiated brand name to distinguish the product from traditional pharma - communicate new science through a unique construction, and inspire patient hope and quality of life through an approachable and caring personality.

Tactics

Obtain extensive patient input

Develop key brand messages for maximal differentiation

Ensure involvement of opinion leaders and key influencers for direction and buy-in to class name

Announce and use brand and class names in all pre-marketing communications

Relevant GBS Services

Branding Strategy Workshop

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