Chickenpox is largely viewed as a benign, childhood disease and a thing of the past since the vaccine was introduced. Today, roughly 90% of the U.S. population is protected. However, some of our most vulnerable groups still need to worry about the dangerous complications associated with chickenpox. Chickenpox is more severe as adults get older as well as in adults and children diagnosed with cancers. At highest risk are our youngest population – preterm infants, newborns, and children ˂1 year of age.
In high risk individuals exposed to chickenpox or shingles, if ideally given within 96 hours post-exposure, VARIZIG protects the body with the needed antibodies to lessen the symptoms and course of chickenpox. This delivery of passive immunity helps protect those who can’t protect themselves.
Despite being FDA-approved and recommended in the Center for Disease Control (CDC) guidelines, VARIZIG was a largely well-kept secret when Saol Therapeutics acquired it in 2018. Epic’s charge was to take this rare disease, orphan drug and build the right brand story, bringing it to life with new branding and smart advertising.
The promise of “protects the body” resulted in the campaign idea of “The Bodyguard” and this really resonated with the target customers. Epic and Saol target potential prescribers at tradeshows and with the very impactful sliding mailer.
The main marketing challenge is to reach people who have been or think they have been exposed to chickenpox in a 10-day post-exposure window. This challenge was and is being addressed through geo-targeting within 150 miles of a reported chickenpox outbreak.
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.