Challenge:  

RhoGAM Brand has been in the US market for over 50 yrs and currently competes with 2 other brands for market share. Over the years the brand name “RhoGAM” has become genericized for the category with diminishing brand equity

Solution:

 “The RhoGAM Story Never Gets Old”- We intended to counter the narrative that all anti-Ds are the same by developing an emotive campaign portraying RhoGAM protecting what matters most–the dreams of Rh-negative mothers and their newborn babies. Imagery highlights the legacy of RhoGAM as the breakthrough discovery that has protected millions of babies over generations because protecting these “life stories” never gets old.

 Impacts:

• Exceeded Volume & End-User Sales goal

• Increase meeting requests to reps by over 20% of new customers

• HCP support material downloads increased by 32%

• Brand recognition helped to secure growth in overall hyperimmune franchise