Work Detail

Insight

Granocyte (lenograstim) is a recombinant human granulocyte-colony stimulating factor (G-CSF) used to reduce the duration of neutropenia and risk of infection in people treated with cancer. All alternatives now available are biosimilars – biological generics - created using bacteria, whereas Granocyte is developed via a mammalian expression system and has no biosimilars.

Idea

To emphasize its distinctive nature, Granocyte was represented by a human figure set against a backdrop of mannequins. By conveying it as the only human recombinant product in the market, the evidence of consistently delivering higher stem cell yields was well supported.

granocyte lenograstim data inforgraphic

Impact

This re-launch campaign for Granocyte gave the brand new impetus and provided the field force with a clear promotional foundation and focus with which to convey its unique positioning and messages. The campaign helped plateau the decline in sales and Granocyte remains the #1 branded G-CSF.

Expertise

Creative concept, medical writing and design, implementation of iPad sales aids and supporting print material.

View more work