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Tercica

Pharmaceutical Product Launch (Increlex)


The Challenge:
Increlex is a drug developed to treat insulin-like growth factor-1 deficiency (IGFD-1), a cause of short stature in children. This product was launching into a very mature marketplace, in which growth hormone was generally accepted to be the cause of—and solution to—short stature.

The Solution:
By positioning the treatment of short stature as “growing up,” Tercica was able to educate regarding a new drug category and new thinking about the disease state, as well as remind the target audience what the launching drug does (e.g., help kids “grow up”). The art utilized hand-drawn flowers as a metaphor for both children and growing, thereby avoiding the expected and overdone “kid shot.” The art also tied into the product’s already-established logo.