Forging a bold brand identity

August 4, 2009 – 3:57 pm by Gina Monari

Dudnyk put the pedal to the metal in its professional campaign objective for the antibiotic Moxatag Tablets 775 mg (see picture, below). The goal of the campaign, agency executives say, was two-fold: to focus on proving Moxatag’s value and help launch Middlebrook into the anti-infective space. Middlebrook Pharmaceuticals Inc. selected Dudnyk for the Moxatag launch based on the agency’s anti-infective marketing experience and bold approach to branding.

Moxatag is a once-daily extended-release formulation of amoxicillin for oral administration that consists of one immediate-release component and two delayed-release components. The three components of Moxatag are combined in a specific ratio to prolong the release of amoxicillin compared to immediate-release amoxicillin. Moxatag is intended to provide a once-daily alternative to currently approved antibiotic regimens for the treatment of adults and pediatric patients 12 years and older with tonsillitis and/or pharyngitis secondary to Streptococcus pyogenes.

Working on the campaign provided Dudnyk with some challenges, such as proving the value of the product amid an array of cheap generics and not allowing the brand to suffer as a result of a merger that was taking place at Middlebrook, according to Barry Schmader, executive VP, creative director.

“Middlebrook was actually merged in an acquisition in the middle of this launch, so we were able to work through [and] be the continuity from one management team to the next, to keep being the brand steward for Moxatag, and to keep it going even in the middle of a merger,” Mr. Schmader told Med Ad News. “We’ve been called out to relaunch brands because that happened. We’ve been through that before and we wanted to make sure the brand wouldn’t suffer because of any corporate merger activity going on.”

As the agency-of-record on the Moxatag account, Dudnyk launched a U.S.-based campaign in April to a broad professional audience with journal advertisements, direct mail and other targeted tactics, as well as a Website. Initially, the agency needed to focus on differentiating Moxatag as the first once-a-day amoxicillin and let people know that the new formulation of amoxicillin was a real true advance.

“That’s what the molten metal is about,” Mr. Schmader told Med Ad News. “We’ve taken a basic raw material and refined it and have reformulated it.”

The second goal was to launch Middlebrook as a player in the anti-infective space around their delivery system. The delivery system will take other commonly used lower-rung antibiotics and make them more useful with a once-a-day formulation. Middlebrook has the potential to revolutionize antibiotic therapy with PULSYS, the proprietary drug-delivery technology used in Moxatag.

Dudnyk embarked on logo design, creative exploration, message testing, and ultimately full execution of materials for healthcare professionals, trade customers, and Middlebrook’s nationwide field sales force. The result of the process was a differentiating and compelling brand image and a durable message for Moxatag.

“Dudnyk has created a compelling brand identity for Moxatag with tremendous stopping power,” says Frank L. Koos, senior VP, sales, marketing, and business development, Middlebrook. “All our Moxatag detail pieces and print media have been built on the Moxatag brand, which is also evident online at Moxatag.com.

“The design elements and messaging conceived by Dudnyk are playing an invaluable role in educating healthcare providers about the benefits of Moxatag. Dudnyk’s creativity, project management skills, and ability to consistently deliver in crunch time contributed to the successful launch of Moxatag, and Dudnyk is a valuable partner for Middlebrook.”

The agency won the account without a pitch as a result of a relationship that had started between Seung Baick, group product director, MiddleBrook, and Frank X. Powers, chief marketing officer at Dudnyk. Dudnyk had worked on the Keflex antibiotic brand in the past, which Middlebrook had in-licensed.

Half of the agency’s clients are in big pharma and the other half are in medium pharma and biotechnology. Mr. Schmader believes that many times, a biotechnology company is depending on one brand launch or one product launch to set the tone for the success of the company.

“We understand that space,” Mr. Schmader told Med Ad News. “We know what Middlebrook and other biotechs like them are up against and we’re able to deliver top-quality work and launch materials on a budget they can afford and within their parameters.”

The account team at Dudnyk comprises Mr. Powers; Mr. Schmader; Laurie Bartolomeo, ACD Copy; John Kemble ACD Art; and Monika Johnson, account executive. Sueng Baick is the product manager on Moxatag on behalf of MiddleBrook Pharmaceuticals.