Launched in 1997, GLIADEL® Wafer is still the only FDA-approved local, intraoperative chemotherapy agent indicated in patients with newly diagnosed high-grade malignant glioma and in patients with recurrent glioblastoma multiforme as an adjunct to surgery and radiation. When Arbor Pharmaceuticals acquired GLIADEL® Wafer, it was largely viewed as an outdated therapy, despite convincing data and being supported by treatment guidelines.
To breathe new life into a forgotten therapy, Epic organized and lead a Brand Story workshop that resulted in five different story angles that each framed the problem differently. These were all tested with neurosurgeons and the results of that market research was an optimized Brand Story for GLIADEL® Wafer that strongly resonated with neurosurgeons and other healthcare professionals and gave it a relevant and ownable place in treatment.
The Brand Story was brought to life for customers with a campaign entitled “Own the Moment”. These three words inspired neurosurgeons to make a life-giving decision and implant GLIADEL® Wafers that delivery a localized chemo during the typical 2-week gap between surgery and subsequent chemotherapy/radiotherapy.
The Brand Story formed the strategic basis and guidance for the re-branding, the campaign, and the look, feel and content for all the tactics in the communications plan. To ensure alignment, the Arbor sales force was trained on the Brand Story and the findings of the market research. This training proved to be pivotal in ensuring the delivery of a unified message across all of sales and marketing communications.
Storytelling is how we articulate the brand in human terms. It reveals the relevant and compelling connection between a brand and its customers. And it sparks belief that ultimately changes behavior. As marketers, we can choose to make the story interesting and informational, or we can decide to make it epic.
We all start with a blank page. Before making a single mark, we collect the data, essential information that allows us to make the very best choices in planning the correct approach in crafting the strongest story.
When research guides the message and is written and designed to influence in a highly personalized manner, a story will resonate with a commanding voice that will create sustainable results.
The story we tell today could very well be the first volume of a long run for your brand. Through examining the future possibilities of the therapies, we can begin to envision the opportunities the brand may have as it matures and create campaigns that allow for expansion.
Every drug or medical device has a three-part story that begins with the science, evolves into the clinical, and ultimately becomes the story from which you launch, or the commercial story. Epic has been an effective partner in assisting across this continuum.
Although various audiences have unique information requirementsconcerning your product, Epic provides unified solutions that are expansive in their ability to address diverse concerns while upholding brand identity.
At Epic, we deploy a thorough process in translating the positioning to the ultimate campaign, exploring every attribute of the brand and its potential relationship with the audience.
There is no “B” team here at Epic. Every one that is part of our team has a rich history of success that is evident in all that we do. Experience is our greatest asset.
Thought leadership can both validate the path we’ve chosen in our marketing efforts or inspire us to think beyond what we considered possible.