Traditionally, pharmaceutical brands have relied on the physicality of their products—hard data related to the efficacy of the drug. EMD Serono's multiple sclerosis drug Rebif had to be positioned in the marketplace and differentiated from its competitors.
MS embodies an uncertainty that goes beyond just a set of symptoms, creating both a physical and a psychological burden. InterbrandHealth saw an opportunity for Rebif. The market had a clear, unmet need that a clinical product could not fill. We helped position Rebif to move beyond its role as a self-injectable therapy— requiring the least amount of annual doses compared to competitors—to a brand that offers a life-support experience, including access to assistance professionals, as well as lifestyle and financial services for patients and their families. This integrated physiological and psychological approach empowered people to engage with their health, and ultimately live fuller, more confident lives.
By positioning the brand to address the physicality as well as the the psychology of dealing with MS, InterbrandHealth established Rebif as a true pioneer in therapeutic treatment. The work changed communications and offerings across all consumer touchpoints.
Rebif was the first product to acknowledge that there was a part of the disease—the psychological impact—that the drug could not fix, but that the brand could assuage.