Wednesday, January 30, 2008

Case Study: Reolysin, a Cancer-killing reovirus

Pharmaceutical branding is a delicate balance between creating likeability and communicating scientific viability. That’s why it is so important that the consultancy who develops your branding understands the scientific concept of your product.

The case of Reolysin, a virus that attacks and destroys cancer cells, is a perfect example of a product that achieved this balance. In essence, administering this drug involves infecting the patient with a virus, and when you are talking about infecting a person who is already sick with cancer, it is a tough pill to swallow.

Oncolytics Biotech, the company that makes Reolysin, understood the difficult position they were in. They conducted extra long clinical trials to prove more conclusively that the product not only worked, but also that it was safe.

One of the major differences that comes with pharmaceutical branding is the target audience. For the most part, the audience is scientifically savvy. But drugs also have a public persona. And with all of the recent “Big Pharma” scandals of late, controlling the brand identity of products, especially new products that utilize new science, is vitally important.

Read more at the PharmaExec website.

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