Case Study for Agency
03-1012344-841

One of our clients manufactures WinRho SDF‘ (Rho (D) Immune Globulin
Intravenous (Human)) to treat a very serious blood disorder called
idiopathic thrombocytopenic purpura (ITP). This product is in a very
unique marketing situation, as it competes against different drug and
non-drug therapies, as opposed to similar therapeutic products. At the
time of its launch, WinRho had been positioned against only one of the
competing therapies. In the advertising and sales materials we created,
we positioned WinRho as a better alternative than previous therapies
and as a "therapy created specifically for ITP." We used the concept
that previous therapies were "evolutionary" (such as splenectomy in
1916; steroids in 1958; and IVIG therapy in 1981) and positioned WinRho
as "revolutionary." This new positioning helped our client net a 114%
increase in sales — something we’re pretty darned proud of.