Benchworks Coordinates and Designs Physician Orientation Kit for Pharmaceutical Client

Thursday, December 17th - 2009

 

CHESTERTOWN, MD—Benchworks was commissioned by a newly approved Shire pharmaceutical ADHD brand to coordinate, design, produce, distribute, and launch a comprehensive Physician Orientation Kit to be direct mailed to high target physicians.

The concept of the Physician Orientation Kit was first developed by Benchworks for a sister ADHD brand at Shire and met such success that it was rated as the number one direct mail tactic during the launch period.

The purpose of the kit is to educate high prescribing ADHD physicians about the new ADHD medication, including information about mechanism of action, clinical studies and dosing requirements. The kit provided each physician with all of the information needed in order to start prescribing the new medication.

Working with each of the involved vendors, Benchworks created an impressive kit that included: a web key linking to the educational program hosted by Physician’s Interactive, a Mechanism of Action DVD, a spiral bound brochure, and two clinical papers on the brand. Benchworks was responsible for the design of all the collateral and its packaging as well as for overseeing its production and assembly.

The Physician Orientation Kit was introduced as a direct mail piece and was sent to 2000 key targets. The brand team received feedback from the sales representatives stating that the physicians who received the kit considered it with great regard and thought it had a high perceived value. Due to this positive response, the brand team reprinted an additional 5,800 kits that will be distributed by the sales representatives.

Benchworks served in a variety of capacities on this project to ensure the Physician Orientation Kit included all the necessary branding information and resources for the sales reps. Their role as project manager required them to work with outside vendors as well as internal departments with the client. As project managers for the kit design and production, Benchworks coordinated with four outside vendors each with integral roles to the brand and the Physician Orientation Kit. The lead project manager worked closely with the creative agency who designed the look and feel for the brand; Shire’s internal production department to coordinate the production and delivery of all of the kit components which alleviated workload from the brand manager; and, Physician’s Interactive, and the group responsible for the online educational programs.


ABOUT SHIRE LIMITED
Shire's strategic goal is to become the leading 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. For further information on Shire, please visit the Company's website: www.shire.com