Objectives

To rebrand Pfizer’s two key products in haemophilia

Develop a suite of educational materials for key stakeholders involved in managing haemophilia A and B

Strategy

Design a look and feel for Pfizer’s newly acquired portfolio for healthcare professionals (from Wyeth) – both products had individual branding crafted

Craft a variety of outputs for both patients and healthcare professionals. Presentation, tone, content and design specifically tailored for the intended audience

Materials range from those targeting clinicians such as monographs, lab support tools and compendiums; to patient information leaflets

Delivery has included brochures, leaflets, DVDs, coffee-table books and folders

Results

The identity created for both ReFacto AF and BeneFIX under the Pfizer umbrella has been received well from both patients and healthcare professionals. Market research and sales figures demonstrate a positive perception of both the Pfizer franchise and the products associated with it.

« back