HepaGam B case
Reality testing:
After reacquiring the distribution rights for their hepatitis B immune globulin, Cangene Corporation was relaunching it in the liver transplant market. Although there were other competitors, including the less expensive antivirals, only HepaGam B was FDA-approved for the indication.
Envisioning a new reality:
Establish HepaGam B as the core component of every regimen, providing highly efficient protection against hepatisis B recurrence.
Inventing the reality:
The promotional campaign communicated "push-button" efficiency and clinical urgency in an image our target audience could easily identify with.
Master visual aid
Primary detail piece for representatives to use in re-introducing HepaGam B
Maltose Objection Handler
Back-up tool for representative to use with physicians who had concerns about maltose content of HepaGamB
NDC mailer
Postcard providing new NDC numbers while reinforcing campaign
