How to add more success in healing DFUs
After Shire acquired Dermagraft with the purchase of Advanced BioHealing, Inc., Shire hired GA as the agency of record to relaunch the already successful 10-year-old brand with a new campaign. GA had prior experience working on Dermagraft, and GA knows the Shire business. GA has been the agency of record for Shire’s globally successful ELAPRASE since 2007.
Since FDA approval in 2001, Dermagraft has been a market leader in the treatment of chronic DFUs, a multibillion-dollar market. However, the mature DFU marketplace is still ripe with unmet needs. Various advanced therapies are available, including Dermagraft, but many DFU patients remain untreated or suboptimally treated, and conventional therapy alone may be inadequate.
Backed by a new company in Shire, a new sales force, and fresh thinking from GA, Dermagraft with a new campaign is poised for even more success in the DFU marketplace.
For the campaign, GA first developed and market-tested a range of creative concepts, from clinical to metaphorical. The behavioral objective was to encourage physicians to add Dermagraft, a human fibroblast-derived dermal substitute, to conventional therapy. After rounds of testing with the target audience of vascular surgeons and podiatrists, a realistic clinical concept was chosen as most compelling. The new campaign features clear, confident messages with the goal of changing prescribing behavior:
- Add Dermagraft to conventional therapy.
- Add more success in healing.
- Proven results.