I found this on eurorscglife, the marketing agency's website. My opinion is,they just don't get it.
http://www.com/work/talecris-gamunex
"Talecris was the largest privately owned billion-dollar biotech company. Their challenge was low corporate awareness, and low brand equity for their flagship product, Gamunex. Our target healthcare providers had little brand loyalty—they felt a strong connection to their patients, not to products. Both the brand and the product were in danger of eroding value.
Our first insight was to leverage the solid Talecris reputation and link it to the Gamunex brand, elevating its perceived quality. Our creative campaign focused on the role of physicians, making them the central part of successful treatment. Gamunex and Talecris offer leadership and let the doctor be the hero.Following our campaign, Gamunex became the preferred liquid IGIV among allergists and immunologists. Talecris Biotherapeutics was named a "Fast 50" Company in Fast Company magazine, significantly raising its visibility and perceived value."
http://www.com/work/talecris-gamunex
"Talecris was the largest privately owned billion-dollar biotech company. Their challenge was low corporate awareness, and low brand equity for their flagship product, Gamunex. Our target healthcare providers had little brand loyalty—they felt a strong connection to their patients, not to products. Both the brand and the product were in danger of eroding value.
Our first insight was to leverage the solid Talecris reputation and link it to the Gamunex brand, elevating its perceived quality. Our creative campaign focused on the role of physicians, making them the central part of successful treatment. Gamunex and Talecris offer leadership and let the doctor be the hero.Following our campaign, Gamunex became the preferred liquid IGIV among allergists and immunologists. Talecris Biotherapeutics was named a "Fast 50" Company in Fast Company magazine, significantly raising its visibility and perceived value."