REVEALING
INDUSTRY-CHANGING IDEAS
From startups to global companies, we partner with
clients in pharmaceuticals, diagnostics, medical
device industries, and more.
See how we’ve guided
clients to new opportunities—across
all points on the product lifecycle continuum.
Introducing a Cure for HCV to HCPs
Launching a
Breast
Cancer Diagnostic Assay
Growing
IGF-1
Awareness
and Treatment
A Collection of
Breakthrough Creativity
GILEAD SCIENCES
SHATTERING MYTHS,
EXCEEDING EXPECTATIONS
We worked with Gilead Sciences to break through an established HCP mindset and change the behavioral algorithm regarding Hepatitis C virus (HCV), making physicians aware of the HCV disease burden and motivating them to take action.
“I would like to send a huge thank you for your extended efforts and excellent work to successfully launch our campaign. Your dedication to our team does not go unnoticed and is very much appreciated. This POA is crucial in our plans to activate the HCV waterfall and help as many patients as possible reach an HCV cure. We are glad to have you as our partner.”
—
DIRECTOR, HCV MARKETING
Our research into the HCP mindset revealed a groundbreaking
This discouraged them from screening their patients for HCV, confirming the diagnosis, or referring their patients for treatment. Once HCPs were aware of HCV curability, they were highly motivated to take action.
We developed and executed a market development strategy, creating a disease awareness campaign that focused on shattering the myth of incurability
This insight led us to a unique
OPPORTUNITY
CLINICAL PHASE III
STRATEGY DEVELOPMENT
Collaborating with the client, we conducted disease awareness workshops with HCPs. The communication platform that resonated most strongly was based on a threefold call to action: Screen. Diagnose. Refer.
We also segmented HCPs based on their engagement with HCV, and developed targeted messaging for each segment.
Launch
BRANDING IDENTITY
Our concept used shattered HCV viruses as a metaphor for cure. Our approach created a quick, ownable, and memorable branding, targeting HCPs across multiple channels and touchpoints.
PHASE IV
TACTICAL PULL THROUGH
We developed a comprehensive POA, including a CRM campaign to educate PCPs that HCV is now curable. Leads for the CRM campaign were generated through Pri-Med (campaign booth/KOL symposia), Medscape (banner ads/text ads/eblasts/invitations), and the campaign’s website. A printed toolkit of educational materials acted as an incentive for PCPs to register with the program.
PORTFOLIO MANAGEMENT
CAMPAIGN EVOLUTION
AND RESULTS
As physicians became educated, the campaign evolved along with
them, shifting from creating awareness of HCV curability to explaining how to screen
for HCV antibodies, how to confirm the diagnosis, and how to link to care.
The campaign succeeded in changing PCP attitudes and behavior regarding HCV.
Prior to campaign launch, HCV was not a priority among PCPs.
After the campaign had been active for 1 year:
Nearly 50% of surveyed PCPs promoted HCV
testing
Nearly 15% referred HCV patients to treating
specialists
Monogram Biosciences
MAKING A MARK IN
BREAST CANCER MANAGEMENT
We helped our client change how oncologists thought about breast cancer diagnosis and therapy by stratifying patients to predict the efficacy of Herceptin, thereby optimizing treatment outcomes.
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“Purohit Navigation showed they understood how to partner with the company and position products in the marketplace, whether it was an emerging product not yet marketed or a product that was more mature. Their strategic expertise has been instrumental in navigating our oncology brand from inception to launch.”
—
SR. BRAND MANAGER, ONCOLOGY AND VIROLOGY
Increlex
A LAUNCH THAT
INSPIRED GROWTH
Tercica partnered with us to launch Increlex, a therapy for children with severe primary IGF-1 deficiency (IGFD). We created awareness of the new disease state and drove Increlex trial and uptake, leading our client through multiple phases of the product lifecycle continuum.
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“It really is a true partnership to have you assisting us with ALL of our needs. Couldn’t do it without your support.”
—
DIRECTOR, Market Development
SEE HOW WE'VE GUIDED BRANDS TO SUCCESS FOR OVER 35 YEARS
We combine flawless strategy with unforgettable creative.
SEE THE WORK
