Shire Pharmaceuticals | Creative Services
Shire Pharmaceuticals is a specialty biopharmaceutical company that focuses on meeting the needs of the specialist physician. Shire focuses its business on attention deficit and hyperactivity disorder (ADHD), human genetic therapies (HGT), gastrointestinal (GI) and renal diseases. The structure is sufficiently flexible to allow Shire to target new therapeutic areas to the extent opportunities arise through acquisitions. Shire's in-licensing, merger and acquisition efforts are focused on products in niche markets with strong intellectual property protection either in the US or Europe. Shire believes that a carefully selected portfolio of products with strategically aligned and relatively small-scale sales forces will deliver strong results.
Mission:
Shire Pharmaceuticals needed an enterprise solution for their ADHD patch medication and a project manager that would be capable of managing the branding, messaging, marketing, associated websites and online resources, and physician and caregiver promotions and communications.
Benchworks Goal:
To serve as the agency of record for the brand by offering a complete “brand in a box” program. Develop and manage an effective brand positioning and marketing strategy for the ADHD patch medication as well as ongoing branding and marketing tactical support for both the physician and caregiver audience.
Benchworks Solutions:
As the agency of record for the brand we develop and execute new messaging for both consumer and physician audiences and are involved in a wide range of marketing initiatives for the brand. We strive to produce thoughtful initiatives in all aspects of the brand messaging and positioning and work with relevant vendors on specific marketing objectives. We provide ongoing tactical development for communicating to physicians and consumers including direct mail pieces and educational materials for both physicians and caregivers. We collaborate with the brand manager to propose and oversee online physician education sessions and ensure physicians are updated with any medication status changes in their region; we also ensure that any materials distributed to physicians are both informative and valuable to enhance the brand’s positioning. We are involved in creating patient videos for education about the ADHD medication and we develop and distribute patient education materials as well as assist in preparation for conferences. In addition, our enterprise solution for the brand includes a committed involvement to proposals for online programming and we also provide full-time website support in making all approved changes to the brand’s site.
Benchworks Services Included:
Marketing Strategy Development
Strategic Brand Positioning
Brand Management
Copy Writing
Graphic Design
Printed Collateral Material
Advertisements
Posters
Online Solutions
Call-to-Action Programs
Production and Fulfillment
Direct Mail
