Our family album

AMAG
Advanced Magnetics wanted to change its name to its ticker symbol, AMAG, but worried that it was too harsh for a pharmaceutical company. They came to us to solve the challenge of an appropriate branding for the new name.

Big Idea
The word AMAG, when capitalized, is very interesting from a structural standpoint. We turned the name into the core design element for the brand, employing the strong shapes to create a clean, contemporary look. The red tones act as a subtle reminder of the company's roots in the development of superparamagnetic iron oxide nanoparticles.

Results
Upon presentation, the client's decision-making team unanimously responded that the new branding was exactly where they wanted to be. The new company name and brand were successfully introduced to the employees, stockholders, and customers of AMAG.

Divigel
Menopausal and perimenopausal women are often confused and worried about the risks involved in estrogen therapy. Divigel needed its messaging to clearly communicate the safety and efficacy of its formulation. Additionally, Divigel needed to maximize its online presence, as women frequently search the Internet for information on estrogen therapy.

Big Idea
We designed a new, interactive Web site that provides information on Divigel and menopausal symptoms, as well as special offers, free samples, user surveys, and a personalized program for women to keep track of their symptoms.

Results
The Web site was successfully launched in August 2009.

Frova
Frova had expected to compete in the crowded triptan marketplace as the only agent specifically labeled for "menstrual migraine," but the FDA had other ideas. Without the unique label, prescribers saw Frova as just another triptan and continued to view menstrual migraine as just another form of migraine.

Big Idea
We highlighted the one truly unique characteristic of Frova: its 26-hour life, which is up to 5 times longer than any other agent in the class. This was reinforced by data showing that patients treated earlier with Frova reported better outcomes even after 24 hours. The creative featured actual road signs warning physicians and patients of these premonitory symptoms and reminding them to "Treat at First Sign."

Results
The Frova share of branded triptan sales has continued to grow since the program debuted in 2008.

Neupro
Neupro is approved for Parkinson's disease and restless legs syndrome (RLS) in Europe, and it is awaiting approval for both indications in the United States. In preparing for the European launch in Parkinson's, we set in place strategies that would give the client a smooth transition to the RLS launch a few years later.

Big Idea
Effective Parkinson's therapy is about maintaining or restoring functionality, and the sign of success is the hand of the patient at work. We used the paintbrush stroke to communicate functionality across different cultures. The artwork applied to a patient image reminds the viewer that the patch is at work even though it can't be seen.

Results
Prescriptions for Neupro exploded at launch and continue to grow weekly in Europe, pointing to future success in the US.

Niravam
This campaign demonstrated that it was possible to build a successful brand based on a generically available molecule using new delivery technology and innovative creative.

Big Idea
Use highly stylized illustrations to show the enormity of a panic or anxiety event when it strikes a patient, and establish these events as serious medical conditions requiring immediate treatment best provided by an orally dissolving medication.

Results
After 6 months, Niravam outsold the previous market leader among orally dissolving benzodiazepines, and both unit sales and market shares continue to grow.

Orapred
Orapred was introducing a new grape-flavored, orally dissolving tablet formulation of its original brand. The launch needed to create interest and excitement while positioning Orapred ODT as absolutely superior to liquid because of its ease, convenience, and pleasant taste.

Big Idea
We created journal ads to launch the new Orapred ODT formulation that focused on rapid treatment and compliance benefits of the great grape taste. We also developed a master visual aid to be used by sales representatives.

Results
Both the master visual aids and journal ads were well received, and Orapred ODT launched successfully.

TriLyte
The new PEG lavage formulation of TriLyte needed to be launched and branded as a great-tasting prep to make colonoscopy procedures a more pleasant experience for patients.

Big Idea
Because more fruit flavor choices translate to higher patient compliance and better colonoscopy outcomes, we built the brand around happy, friendly fruit characters called Tastebuddies. We created a journal ad and direct mailers that introduced the characters and presented TriLyte as an aid in making the colonoscopy process less daunting for patients.

Results
Both the journal ad and the master visual aid were well received, and TriLyte was launched successfully.

Venn5 Bioconsulting
The goal was to develop a logo and branding for the company that quickly communicates how the consultancy combines tools from 5 core disciplines to develop a comprehensive solution for each client.

Big Idea
The company name says it all. Its strength and energy come from the overlapping of 5 core disciplines, as in a Venn diagram. So we used this diagram as the center of the company's identity and applied an "atomic" look to suggest energy, power, and cohesiveness.

Results
A certain clarity about the presentation of their consultancy dawned on our client when they saw the Venn diagram at the center of their new branding and retro "atomic" look to communicate their attributes. They are executing the brand with attention and care and are reaping the reward of brand identity building.

Zyflo CR
Zyflo CR is the twice-daily formulation of zileuton, a drug for asthma that had in its original formulation experienced minimal success in the market. We were to launch the extended-release formulation into this same market 10 years after the initial launch.

Big Idea
Since the challenge in asthma has less to do with the severity of the disease than with the patient's ability to control his or her symptoms, the goal of this campaign was to put the emphasis on the uncontrolled patients, not the severity.

Results
Prescriptions for Zyflo CR took off at launch and continued to grow market share. Our client reports that net sales are tracking with forecast, and the sales reps report that the imagery and information are intriguing to physicians and extremely memorable.

AGGRASTAT
After aquiring Aggrastat from Merck, IROKO was challenged with positioning the product uniformly across nearly 80 different countries. Aggrastat also belongs to an older class of medication facing new competition, so it needed to be repositioned as the essential and dependable antiplatelet therapy.

Big Idea
We developed a global branding campaign positioning Aggrastat as the safe and well-established antiplatelet drug. We also created an intranet site where all partners can download the latest materials, ensuring a consistent message.

Results
As the global partners transfer their marketing authorization from Merck to IROKO, they can access the intranet site for the most current resources. This site, along with a journal ad and brand standards guide, has already proven highly successful.

Big Brothers Big Sisters of Massachusetts Bay
Through employee volunteer work and pro bono relationships, Mc|K provides support for a variety of worthwhile organizations like Big Brothers Big Sisters of Massachusetts Bay (BBBSMB).

BBBSMB needed marketing materials that would communicate how volunteering is beneficial, not just to the children in the program, but to the adult volunteers as well. We created brochures and posters that promoted volunteer opportunities, highlighting the rewards of being a "Big" and the many ways a Little Brother or Sister can enrich a volunteer's life.