The Objectives

• Collect clinical, competitive, and real-world insights to support trial strategy
• Engage KOLs to validate and amplify the product’s value proposition
• Develop an integrated go-to-market strategy and education-led launch campaign
• Position the long-acting injectable as a category-shaping treatment
• Build a messaging framework that’s both scientifically credible and emotionally resonant

The Strategy

We led a two-phase engagement model: deep discovery, followed by strategic activation.

Phase 1: Market Discovery & R&D Validation

We conducted global KOL interviews and attended therapeutic-area congresses to gather clinical trends, treatment gaps, and patient adherence data.

🧠 Stakeholder mapping + advisory boards

📊 Real-world data synthesis from key events

🔬 Competitive and sentiment analysis in long-acting therapies

🎯 Insight-driven refinements to clinical positioning + trial focus

The findings informed not only the marketing approach—but also the R&D pipeline itself.

Phase 2: Launch & Awareness Campaign

With product readiness confirmed, we built a multi-platform campaign strategy anchored in education, clinical differentiation, and digital storytelling.

• Scientific content for HCPs: mechanism of action, benefits over daily dosing
• Patient-centric messaging to emphasize ease, consistency, and quality of life
• Digital activation across email, display, webinars, and HCP portals
• Developed a modular content system adaptable by region and regulatory frameworks

Creative Highlights

• 📈 Infographic series: “The Cost of Missed Doses” (shared via rep tools and LinkedIn)
• 🎙 Expert-led video testimonials from KOLs
• 🧬 Animated explainer: how the long-acting delivery works at a molecular level
• 💬 HCP social ads: “Less Daily Dosing. More Daily Living.”
• 🏥 Congress booth materials + QR-linked microlearning modules

The Impact

Orchidea helped Teva and Medincell bridge the gap between scientific innovation and real-world relevance. By anchoring the campaign in data and empathy, we brought the injectable to life—not just in trial charts, but in the hands of prescribers and patients.

This project demonstrated how insight-led marketing can de-risk R&D and supercharge go-to-market success—especially in highly regulated, high-impact industries like pharma.

Because when the science is strong, the story needs to be even stronger.