Shire
Ig Franchise
Challenge
In the fall of 2015, I was approached by the President of Sandbox to join their agency as VP Creative Director to help strengthen and expand their existing role with their client, Baxalta (recently spun off from its parent company, Baxter) within the Primary Immunodeficiency (PI) and Immunoglobulin (Ig) category. At the time, Sandbox’s work with Baxalta focused on one therapeutic brand with nurse and consumer audiences. New work on a patient program, however, revealed an opportunity to grow their business with the client.
Having had experience in this therapeutic area, I leveraged my past knowledge of the issues and reviewed recent findings from the field. My approach was to develop a leadership strategy for the client that would define their path forward.
Solution
After a month of work, I delivered a multi-year, market-shaping strategy map which included details for tactical expressions and leadership initiatives. Working in partnership with the SVP Account Director, over the course of several months, we sold the approach to the executive team at Baxalta, leading to the agency being awarded Agency of Record (AOR) with first right of refusal. The result was a book of business that grew from one Ig brand to span all four of Baxalta’s Ig brands, including HCP, nurse, and consumer audiences.
The visuals below are a small reflection of the many hundreds of tactics created for the Ig franchise over a two-year period by the team. From clinical initiatives and advisory boards to concept development and promotional launches, we generated work and launched initiatives that helped better the treatment experience for patients living with primary immunodeficiency.
Of note is the fact that the team maintained our direction through constant change, as the client shifted from Baxter to Baxalta, was then acquired by Shire—and eventually acquired by Takeda. My SVP Account Director partner and I focused much of our time navigating this change, all while growing the business organically with new partners on the client’s end.
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Note: To learn more about the market-shaping strategies I’ve defined and developed, please reach out for a personal conversation, as I am unable to share that work publicly on my website.
My role: Account Services, Strategy, Creative Direction
Introduction to Shire’s PI and Ig business.
Introduction to Ig Portfolio Platform tactics.
Overview of Ig Portfolio Platform and tactics for Shire’s Ig portfolio of therapies for the treatment of Primary Immunodeficiency (PI) (Cuvitru, HyQvia, Gammagard Liquid, and Gammagard S/D)
Introduction to Cuvitru tactics.
Overview of HCP and patient tactics for Cuvitru.
Introduction to HyQvia tactics.
Overview of patient tactics for HyQvia.
Introduction to HyQvia Success Campaign tactics.
Overview of patient tactics for HyQvia Success Campaign.
Introduction to Spotlight Series and Nurse Education tactics.
Overview of Spotlight Series and Nurse Education tactics for Cuvitru, HyQvia, Gammagard, and disease state.
Introduction to HyQvia MyInfusionPro tactics.
Overview of Nurse Guide and Patient Workbook tactics for HyQvia self-infusion program.
Introduction to MyLife. MyStory. tactics.
Overview of tactics for MyLife. MyStory.
Overview of tactics for MyLife. MyStory.
Introduction to Professional Congresses tactics.
Overview of booth tactics for 2017 AAAAI congress (American Academy of Allergy, Asthma, and Immunology).
Overview of booth tactics for 2016 ACAAI congress (American College of Allergy, Asthma and Immunology).
Overview of booth tactics for 2017 INS congress (Infusion Nurses Society).
Introduction to Patient Advocacy Partnerships tactics.
Overview of booth tactics and activations for 2017 IDF congress (Immune Deficiency Foundation).
Overview of tactics and activations for IDF Walks (Immune Deficiency Foundation) in Chicago and Boston.
Completed at Sandbox
Creative Direction: Terry Lawrence
Art Direction/Design (listed alphabetically): Maggie Acker, Borisz Bacsovics, Ron Bieletzki, Zach Burdick, Jeff Creighton, Michelle Haidet, Ron Kohudic, Danielle Pouls, John Murawski, Chris Rogers, Tanja Stieglmeier, James Uhler, Daniel Valencia
Copywriting/Clinical Copywriting (listed alphabetically): Brett Bakshis, Soyoon Bolton, Nick Bruno, Laurel Farmer, Ken Ganzer, Maja Graonic, Billy Hyland, Kevin Johnson, Cole Kinna, Jim Kompare, Blerta Mandro McNally, Alex Muzzo, Meredith Oleniczak, Roxanne Roberts, Patrick Tucker, Doug Yamate
Some of our past client experience.
