When Saol Therapeutics acquired its first pharmaceutical product, Lioresal® Intrathecal (baclofen injection), they partnered with the Epic team because of their expertise in marketing orphan drugs. Lioresal® Intrathecal (baclofen injection) is administered through an implanted pump that delivers the medication directly to the spinal cord to relieve severe spasticity.
Approximately 2.7 million people in the U.S. have spasticity, and 1.1 million are affected by severe spasticity. Even though severe spasticity is fairly common, it usually either goes untreated or is sub-optimally treated, leaving too many people to suffer needlessly. Too often physicians view severe spasticity as just a consequence of a patient’s condition arising from:
When physicians choose to treat severe spasticity, they usually start with an oral medication such as baclofen and tizanadine, but many people may experience adverse side effects such as sedation. Injections with botulinum toxin (commonly referred to by the brand names Dysport®, Xeomin® and Botox®) can be helpful in treating localized spasticity. For a variety of reasons, most physicians are either not familiar with or not comfortable in recommending ITB TherapySM with Lioresal® Intrathecal (baclofen injection).
Epic set out to change the perception that severe spasticity is just something that most patients must live with. The Brand Story that Epic developed set up the challenge that too often severe spasticity is either overlooked or undertreated with initial treatment options. Patients’ severe spasticity is treated like crumpled up paper and tossed aside. So, we developed an entire campaign using paper characters in various positions to illustrate and call attention to the symptoms of severe spasticity.
This campaign completely re-positioned Lioresal® Intrathecal (baclofen injection) as not only a highly beneficial treatment but an option that needs to be offered to many more patients because “Improved Function Within Reach”.
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.