Tuesday, January 26, 2010

4 years in the making, Berinert global brand is now launched in the U.S.

Berinert® has received FDA approval as the first and only therapy in the U.S. for the treatment of acute abdominal and facial attacks of Hereditary Angioedema (HAE) in adult and adolescent patients.

STINSON’S involvement with Berinert began in 2005, when CSL Behring engaged us to help increase awareness of HAE, a rare and serious genetic disorder, and the I.M.P.A.C.T. study.

We then moved into development of global brand hallmarks, including logo, logotype, symbol, visual imagery, and colors to support the defined positioning.

Now, in addition to completing the global brand design, STINSON Brand Innovation has executed the U.S. brand launch campaign including sales materials, patient literature, support programs, and journal advertising.

Bob Lefebvre, VP and general manager of U.S. commercial operations at CSL Behring, said in announcing the Berinert approval, “As a leader in developing safe, effective and high-quality therapies, we are pleased to add to our rapidly growing portfolio a proven treatment that can make a positive difference in the lives of HAE patients and their families.”

Anthony Castaldo, president of the U.S. HAEA, a nonprofit patient advocacy organization representing some 6,500 HAE patients, added that Berinert provides therapy for “treating debilitating, painful, and life-threatening facial and abdominal HAE attacks once they have begun.”

You can also read more about STINSON Brand Innovation and our international branding assignments in the “Global Issue” of our Accelerate newsletter.


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