The Challenge:
Strategic Launch of a High-Stakes Innovation
Teva Pharmaceuticals and Medincell partnered to bring a groundbreaking long-acting injectable treatment to market—aimed at improving adherence and long-term outcomes in chronic care.
But the path to launch required more than marketing. It demanded:
- Early-stage validation of clinical trials and product positioning
- Engagement with global Key Opinion Leaders (KOLs) to refine R&D direction
- Real-world market insights from healthcare congresses
- A scientific, digitally agile campaign that resonated with both HCPs and patients
Orchidea was brought on to support the product from insight to impact.

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.