CSL Behring
See how Bryant Brown’s healthcare marketing specialists help CSL Behring successfully promote their brands to professionals and consumers.
Pharmaceutical advertising case studies, pharma advertising case studies, healthcare marketing agency case studies, healthcare marketing case studies, healthcare marketing agencies case studies, healthcare advertising agencies case studies, immune globulin marketing case studies, blood products marketing case studies, CSL Behring marketing case studies, CSL Behring
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CSL Behring

Launching a first
CSL Behring global website homepage on iPad Vivaglobin branding guidelines Collage of Vivaglobin sales materials Vivaglobin magazine ad
Category
Pharmaceuticals
About This Project

Challenge:

Generate demand from payers, healthcare professionals, and patients and caregivers for the first subcutaneous immunoglobulin for the treatment of primary immunodeficiency: Vivaglobin. This breakthrough gave patients new freedom, empowerment, and convenience.

 

Its dosing and administration, however, required education. Payers demanded pull-through materials for their providers and members. Physicians needed resources to educate themselves and their patients. Patients needed resources to empower themselves. (And parents of pediatric patients needed resources to teach their children.)

 

Solution:

Conceive and create a comprehensive healthcare marketing campaign targeting physicians, nurses, pharmacists, patients, and families: the “Live the Way You Choose” program. The campaign consists of promotions of the benefits of subcutaneous administration. Additional components are educational and adherence-oriented: pocket dosing guides, reimbursement guides, self-administration how-to videos, adherence reminder apps, and more.

 

Results:

Vivaglobin was immediately embraced by payers, physicians, and patients, and became one of America’s top three brands in the highly competitive plasma products category. Vivaglobin led CSL Behring plasma product sales to more than $3.5 billion per year.