Background

Phoslo was developed in the late 1980s by a physician whose children had renal disease as a phosphate binder that avoided aluminum toxicity in renal patients. Phoslo was the first brand in this new category and the market leader until a competitor, Genzyme, went on the attack with faulty data relating Phoslo to coronary calcification.

In 2006, just as the attacks by Genzyme were having maximum impact, Phoslo was acquired by Fresenius Medical Care, the worlds largest renal care company. Fresenius asked Signature Brand Factory to re-brand Phoslo to both counter Genzyme’s false claims and place Phoslo under the Fresenius umbrella.

In 2006, just as the attacks by Genzyme were having maximum impact, Phoslo was acquired by Fresenius Medical Care, the worlds largest renal care company. Fresenius asked Signature Brand Factory to re-brand Phoslo to both counter Genzyme’s false claims and place Phoslo under the Fresenius umbrella.

Approach

Signature began by conducting research which revealed a key insight – patients were not taking Phoslo as indicated in the doctor’s prescriptions, thereby negating its full effect. Based on this key insight, Signature then developed a comprehensive campaign with an array of marketing materials – brochures, sales kits and educational websites — countering the false claims and positioning Phoslo as the safest, most credible and effective brand within the phosphate binder market. Furthermore, Signature developed an outreach campaign directed towards physicians, dieticians and social workers and provided them with tools to instruct patients as to proper dosaging, thereby increasing the product’s effectiveness.