Strategies to protect and grow a global brand
In collaboration with our clients at Binding Site, Medical Minds developed an effective promotional and educational strategy to protect Freelite® sales from erosion by a potential competitor and to grow the global business. We developed the Freelite ad based on a comprehensive understanding of the target audience, and it was immediately adopted by the company and distributors in worldwide markets as diverse as the US, UK, Spain, and Saudi Arabia. The ad also won first place in the 2015 Dx Creative Communications Awards category “In Vitro Diagnostics: Print Advertising-Professional” from the Diagnostics Marketing Association.
Binding Site pioneered free light chain testing and invented the Freelite test for early identification and monitoring of monoclonal gammopathies such as multiple myeloma. Freelite is backed by 13 years of clinical experience; it is cited in the NCCN and IMWG guidelines and in more than 2,500 publications. Until recently, Freelite was the only marketed free light chain assay.
Our work included interviewing current customers and testing a lexicon of terms and phrases to understand the value of the Freelite test in the minds of the oncologists and pathologists who use it. The lexicon and message strategy developed in collaboration with our clients was designed to emphasize the important clinical benefits of the Freelite test and remind oncologists and pathologists of the factors that differentiate Freelite from the competition. In market research testing we learned that the messages we developed for the Freelite advertising resonate with target audiences because it is now possible to alter the course of the disease when diagnosed early, but the potential impact decreases with disease progression. Therefore, there is potential for harm to patients if we do not catch them early in the course of the disease.