N-of-8 case study: telling a brand story consistently

My involvement in the Berinert brand began in 2005 when CSL Behring engaged my team to help on a rare disease called Hereditary Angioedema (HAE). 

This led to the development of the award-winning AllaboutHAE.com disease awareness print and web-based educational branding.

In the last half of 2008, we moved into the next phase of Berinert brand development – global hallmarks. 

To ensure a worldwide perspective throughout the process, my team collaborated with its global network partners beginning with the RFP process, right through to launch. We tapped into diverse agency talent to generate initial thinking, drive discussion, and gain insights. 

Along the way, Stinson worked closely with the client and more than a dozen country marketing managers to refine the brief and advance the global strategy.  

All while applying our proprietary tool, Action Shoes®, to structure our creative development.

But before our visual identity group began its exploration – through extensive color and typography audits, creating a design framework – we used the N-of-8 process to create a strong foundational story. 

Our main objectives for story development were to ensure that all developed materials are on-target and persuasive to physicians and patients, to create compelling messages that connected directly with the customers, to conveys CSL Behring total brand value proposition, and to evaluate creative concepts and promotional pieces to identify areas for needed refinement in telling the story in multiple media.

That was the starting point. 

At the completion of the process, we could then engage the wide variety of design audits and design studies to uncover trends and identify opportunities for visual branding.  The logo, logotype, and colors were developed for the Berinert branding to better tell the story of speed.  In addition the N-of-8 process channeled our verbal brand team in writing a clinical monograph, a product highlights brochure, and the brand standards guidelines book. Finally, we executed market-specific brand launch campaigns including sales materials, patient literature, support programs, and journal advertising.

Together, these elements worked together to tell the Berinert story consistently in verbal, visual, and scientific terms. 

Ultimately, a global brand was forged.

HAE Hope website has information and tools to help more patients receive accurate diagnosis and better care

The website, www.HAEHope.com, launched recently by Dyax Corp., offers resources to help patients and their families better understand and manage HAE, a rare, genetic disease characterized by episodes of severe and painful swelling.

A number of features of HAE Hope are designed to help patients with HAE. These include an "Ask the Expert" feature offering responses from an HAE treating physician, key questions to facilitate a discussion with a healthcare professional, and a personalized wallet card identifying a patient as someone with HAE and describing typical disease symptoms to use in case of an emergency. Another unique feature of HAE Hope is a 3-D animation that provides an overview of the physiological processes associated with HAE.

"HAE Hope provides valuable information that can better equip patients to gain more control over their disease and handle the challenging situations they confront regularly," says Greg Costa, who was diagnosed with HAE more than 20 years ago at the age of 19. "As a father of two, I also understand how important it is to have resources like HAE Hope available for patients' family members to teach them about this debilitating disease and how to manage potential emergencies with their loved one."

HAE is a rare, genetic disease caused by low or dysfunctional levels of C1 esterase inhibitor, a naturally occurring molecule that inhibits plasma kallikrein, a key mediator of inflammation. The condition is "hereditary" because it is caused by a genetic deficiency that is passed down in families. When a parent has HAE, there is a 50% chance that his or her child will inherit the disease, which can help with an earlier diagnosis. However, in as many as 25% of patients, the gene mutates on its own. Consequently, many patients are unaware they have HAE and may receive a delayed diagnosis.

"Even when HAE is inherited, it is often unrecognized or misdiagnosed because it is rare and its symptoms are similar to those of many other conditions. Historically, the interval between the onset of symptoms and diagnosis has been as long as 10 to 20 years," explained Dr. Andrew J. MacGinnitie, HAE treating physician and allergist/immunologist at the Children's Hospital of Pittsburgh of UPMC. "The information and tools provided on HAE Hope may help more patients receive an accurate diagnosis, and better understand their symptoms and how to manage them."

In addition to the tools described above, HAE Hope offers several other user-friendly features, including:

• A "Do I Have HAE" questionnaire designed to help patients track their symptoms to facilitate a discussion with their healthcare provider if they are experiencing possible indicators of HAE
• Helpful tips from HAE patients on topics ranging from managing attacks to parenting a child with HAE
• Links to other online resources to learn more about HAE, including the U.S. Hereditary Angioedema Association

1/10,000 may be the small prevalence of HAE, but it was the big thinking at this year’s AAAAI

Hereditary Angioedema (HAE), a very rare and potentially life threatening genetic condition, stole the thunder at the AAAAI this year.  One of our brand engagement managers, Layne Shapiro, attended the conference to represent the Stinson Brand Innovation team.  She shares these observations.

HAE is a rare disease that occurs in only about 1/10,000 to 1/50,000 people. Symptoms include episodes of swelling (edema) in various body parts including the hands, feet, face, and airway.  Until this past year, there were no approved treatments of HAE in the US.


The buzz at AAAAI was regarding the 3 recently approved treatment options for HAE:

• CINRYZE™ (C1 esterase inhibitor (human): Approved for patient self administration, CINRYZE™ is a C1 esterase inhibitor indicated for the routine prophylaxis against angioedema attacks in adolescent and adult patients with HAE.
• KALBITOR^® (ecallantide): The first approved for subcutaneous treatment for all acute HAE attack locations, Kalbitor must be given by a doctor or nurse in a healthcare setting. KALBITOR^® is an inhibitor of the protein kallikrein used for HAE. 
• BERINERT^® (C1 Esterase Inhibitor, Human): Approved for treatment of acute abdominal or facial attacks of HAD in adult and adolescent patients, BERINERT^® is a plasma-derived concentrate of C1 esterase inhibitor (human).

 The US Hereditary Angioedema Association (HAEA) had a table in the exhibit hall, as well as a postcard insert in the registrants’ bag which described the condition, the association, and the US HAEA Scientific Registry.

Through educational grants, CSL Behring, Dyax Corp, and ViroPharma funded a dinner symposium entitled "Hereditary Angioedema: Diagnosis and Management Options for the 21st Century." Speakers from around the world included Bruce L. Zuraw, MD, Marco Cicardi, MD, and Konrad Bork, MD. They discussed topics such as identifying appropriate diagnostic tests, proper interpretation and limitation for each assay, acute treatement options, and the selection, dosage and monitoring of therapeutic agents used in controlling HAE.

Typically it takes about 10 years before a person will be diagnosed with HAE. Marc Riedl, MD, MS, has put together a CME course with ReachMD for allergists and healthcare professionals on overcoming the many obstacles in HAE with regard to diagnosis and treatment.

With new treatment options available, diagnosis has become increasingly important.

AllAboutHAE.com launched in Japan – successfully applying global brand hallmarks developed by Stinson

So we’re pleased to see that our core branding of www.AllAboutHAE.com has been successfully translated and applied for the Japanese market.

It’s a great example of leveraging proven, tested visual and verbal brand hallmarks – all resulting from the StrategicGPS and ForwardFast work from Stinson Brand Innovation.

Last March, Melanie and I had the opportunity to visit CSL Behring K.K. in Tokyo where with met with the critical care and immunology team, led by our host Ms. Tae Itabashi. They manage commercial operations for CSL Behring in Japan and are involved in corporate planning, marketing, regulatory and medical information activities. We had a great exchange of ideas on how accelerate marketing of Berinert in Japan.

Click here to read the press release posted on the CSL Behring Japan website.

Congratulations to the CSL Behring team for the great work.

B.E.N. is here to support Berinert

We just posted last week the story about STINSON’S involvement with Berinert – beginning back in 2005 when CSL Behring engaged us to help increase awareness of HAE and the I.M.P.A.C.T. study.  We wrote about the development of global brand hallmarks, including logo, logotype, symbol, visual imagery, and colors to support the defined positioning.

Now there’s more to the story.  Now there’s B.E.N.

CSL Behring announced the launch of B.E.N. (Berinert Expert Network), a full-service support program for healthcare providers and for hereditary angioedema (HAE) patients and their caregivers.  Learn more at http://www.berinert.com/

B.E.N. provides information and assistance designed to help healthcare providers and patients, including:
1.  Securing access to Berinert – B.E.N. will assist HAE patients in initiating Berinert therapy when and where it is needed by:

• Helping their providers develop treatment plans that are appropriate for the individual patient
• Connecting patients to a specialty pharmacy that has Berinert available
• Identifying the nearest hospital with access to Berinert
• Guaranteeing the availability of one year's supply of Berinert to the first 1,000 patients who opt in to the B.E.N. program

2.  Comprehensive service and support on insurance and reimbursement  – B.E.N. will help patients address such issues and questions as prior authorizations, coverage appeals and letters of medical necessity

3.  Educational resources and tools – B.E.N. will provide resources to help patients manage their Berinert therapy, including a journal, patient ID card and magnet with key phone numbers

4.  Assurance and Assistance -- Serving the rare disease communities for years, the CSL Behring Assurance and Assistance Programs, working through B.E.N., will ensure that:

• Patients who experience a lapse in third-party, private health insurance can access Berinert
• Qualified patients who are uninsured, underinsured, or who cannot afford their prescribed therapy can obtain Berinert.

"The Berinert Expert Network is an excellent example of CSL Behring's commitment to going 'above and beyond' for patients and healthcare professionals by offering innovative products and high-quality support programs designed to meet their needs," said Robert Lefebvre, Vice President and General Manager of U.S. Commercial Operations at CSL Behring. "B.E.N. will ensure that individuals in the HAE community, including healthcare providers, patients and their caregivers, have access to Berinert and will have a single point-of-contact to assist with helping them to manage their medical condition."

Until the approval of Berinert, patients with HAE in the U.S. did not have a safe and effective treatment option that rapidly relieved the symptoms of acute attacks in the face and abdomen. In clinical trials, the median time to onset of relief with Berinert was 48 minutes as compared to more than 4 hours with placebo.

HAE can be an isolating health condition, but B.E.N will help patients connect with medical experts who can provide much needed information about their condition, and details on Berinert.

In addition, through B.E.N., HAE patients will be able connect with other patients via the U.S. Hereditary Angioedema Association (HAEA). In this way, patients can benefit from additional valuable programs and resources designed for and by people with HAE.  

For more information on B.E.N. 24 hours a day, seven days a week, call toll-free 1-877-BEN-4HAE (1-877-236-4423).

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.

Berinert approved by FDA to treat abdominal attacks, facial swelling associated with hereditary angioedema

The U.S. Food and Drug Administration on Friday approved Berinert, the first treatment for acute abdominal attacks and facial swelling associated with a rare and potentially life-threatening genetic disease called hereditary angioedema (HAE).

Berinert is approved for adults and adolescents with HAE, which can occur spontaneously or during stress, surgery, or infection in patients diagnosed with HAE. The symptoms during abdominal attacks include severe abdominal pain, nausea, vomiting, cramps, and diarrhea.

“Berinert will enhance the treatment options for individuals who experience acute abdominal attacks and facial swelling associated with hereditary angioedema,” said Karen Midthun, M.D., acting director of FDA’s Center for Biologics Evaluation and Research.

Berinert is a protein product derived from human plasma. It regulates clotting and inflammatory reactions that, when impaired, can lead to local tissue swelling. In a clinical trial of 124 adults and adolescents with C1 esterase inhibitor deficiency, Berinert was shown to be effective at treating the symptoms of acute moderate to severe abdominal attacks and facial swelling in patients with HAE.

Berinert is contraindicated in patients with a history of life-threatening hypersensitivity reaction to C1 esterase inhibitor preparations. The most serious adverse reaction reported in clinical studies was an increase in the severity of pain associated with HAE. The most common adverse reactions include subsequent HAE attack, headache, abdominal pain, nausea, muscle spasms, pain, diarrhea and vomiting.

Berinert is manufactured by CSL Behring, Inc.