Re-launching Nipent for the treatment of hairy cell leukemia meant overcoming a lack of awareness of its efficacy. Despite strong 10-year survival data, the product was not meeting sales expectations. The new brand story used the 10-year survival data in conjunction with a simple, visual analogy to amplify the proven efficacy benefit.
Cancer puts patients in a harsh environment and the analogy elegantly draws the parallel between plants surviving and thriving in difficult terrain and the potential for patients to experience a similar resurgence with the help of Nipent.
Resurgence is the core idea of this brand. This idea also became a strong internal theme for the sales teams supporting the brand.