Objectives
Improve the market position and overall perception of Wyeth’s UK haemophilia business.

Strategy and tactics

• Develop a clear brand identity for Wyeth’s collective haemophilia franchise

• Update, rationalise and re-present existing and new data in key review documents

• Engage with key opinion leaders to assist in creating resources for new Haemophilia Life website

• Launch new website for patients and professionals at events and through network of specialist care centres

• Deliver key materials for teams working in specialist centres incl. hospital pharmacies

Results

Both market research and sales figures supported the improved perception of products, commitment, science and service support associated with the Wyeth Haemophilia franchise.

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