Successfully re-branded phosphate binder

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.

Results

With the help of Signature’s insights and aggressive pro grams, Phoslo was successfully rebranded under the Fresenius umbrella and continues to outpace competitors.

Phoslo 0000 Brand

Phoslo 0000 Brand

Phoslo 0001 ADs 1

Phoslo 0001 ADs 1

Phoslo 0002 ADs 2

Phoslo 0002 ADs 2

Phoslo 0003 Site

Phoslo 0003 Site

Phoslo 0004 Brochure

Phoslo 0004 Brochure

Phoslo 0005 Aid

Phoslo 0005 Aid

Phoslo 0006 Study

Phoslo 0006 Study

Phoslo 0007 Pill Dispenser

Phoslo 0007 Pill Dispenser

Phoslo 0008 Kit

Phoslo 0008 Kit

Phoslo 0009 Pgk

Phoslo 0009 Pgk

Award-winning marketing talent, maximum return on investment.

The Signature team is comprised of major-market talent, with a slew of award-winning projects on their resumes. However, it’s our shared passion for client success that truly sets us apart. We’re not here to sell you services you don’t need. Instead, we carefully assess and then assemble elements of your project to create a message that resonates with your target audience, ensuring the maximum return on your investment.