Grow, grow, grow. Agency leaders say that in 2013, Renavatio stayed true to its mantra, and maintained its focus on
the three areas fundamental to its purpose: growing brands, growing clients, and growing talent.
In the past year, Renavatio’s focus on growing
brands played out with the successful relaunches
of a variety of specialty pharmaceutical and device products. As full-service agency of record
for Ipsen’s Somatuline, ProStrakan’s Fareston,
Antares Pharma’s Otrexup, and Abbott Point of
Care, Renavatio had ample opportunity to grow
these brands using its basic approach to specialty
brand building: rely on a range of expert talent
working in tight teams, stay singularly focused
on strategies that drive brand adoption, and develop pinpoint solutions for clients.
THE YEAR’S ACCOMPLISHMENTS
;e wholesale relaunch of Somatuline Depot
was the highlight of the year. First up to bat
was the redevelopment of the Somatuline DTP
Website. Tapping into newly bolstered digital
capabilities at the agency, Renavatio developed
the new Somatuline Website to allow visitors to
the site to quickly segment themselves according to their experience with acromegaly. From
there, patients could navigate easily to the information they needed to help them move forward
with the disease. Renavatio also helped Ipsen
redevelop the Somatuline professional Website,
which went live soon after.
According to executives, the most intense
task for Renavatio was the development of the
Somatuline iPad-enabled core visual aid. Pro-grammatically, the Somatuline iPad visual aid
was a particularly strong o;ering, incorporating
embedded patient testimonial videos, animations of key device information and pivotal clinical trial data, and greatly expanded information
about the company’s patient support programs.
Renavatio also pitched and won the agency
of record assignment to help Antares Pharma
launch Otrexup into the rheumatoid arthritis
market. ;e launch of Otrexup tapped into a
wide swath of Renavatio’s core o;erings. From
strategic positioning, to creative campaign de-
velopment, to executing a tactical mix encom-
passing print, digital and direct mail, Otrexup
;t squarely into the Renavatio wheelhouse
serving specialty pharma brands.
Of note, Renavatio assisted in the devel-
opment of Antares’ impressive back-o;ce
resource center for Otrexup, the dimensional
“Step Up, Start Up” kit. Renavatio also worked
to design the Otrexup iPad visual aid.
With Renavatio’s ongoing work as the full-
service business partner for Abbott Point of
Care came the opportunity to help support
Abbott’s promotion of the Piccolo XPress
and, subsequently, Abbott Lab Solutions.
Renavatio’s double-thumbs-up “Win-Win”
launch print ad for Abbott Lab Solutions de-
buted in Repertoire Magazine, and scored high-
est for recall among all ads that month.
In oncology, one of Renavatio’s core disease-
area strengths, the agency helped reposition
and relaunch Fareston, ProStrakan’s SERM
for breast cancer. Renavatio helped ProStrakan
build the award-winning Fareston core visual
aid, developing the brand’s strong, iconic “pur-
ple apple” creative – as well as the messaging
and print/digital tactics that have helped posi-
tion Fareston as another important option for
Renavatio continued its work in 2013 for
longstanding clients Akrimax (for the beta-
blocker InnoPran XL), Fidia (for OA inject-
able Hyalgan), and on the early-development
side of the agency’s business, the strategic work
on several Bristol-Myers Squibb compounds.
Also, Renavatio’s launch sales aid for Meda’s
Dymista prescription allergy nasal spray garnered
award-winning industry recognition in 2013.
STRUCTURE AND SERVICES
Renavatio remains an independent full-service
healthcare communications agency. As noted,
the agency is built around its unique mix of talented experts, and takes a tight team approach
to delivering pinpoint solutions that drive brand
adoption. ;is “4-corner” structure, and its accompanying disciplines for project execution,
allows the agency to create outstanding work on
a consistent basis.
Renavatio provides services that drive brand
adoption at any point in the commercialization
continuum, from early development through
launch and lifecycle management. Clients may
choose from a full range of services: from development strategy, label design/optimization,
brand strategy, positioning, and customer segmentation to creative campaign development
and commercial branding, direct mail, video
production, online and mobile e-initiatives,
exhibit planning, and more. ;e company is
particularly well suited to serve clients in today’s
highly demanding digital world.
;e Renavatio management team remains
unchanged from last year. Along with Principals Sheila Gerus and Larry Iaquinto are Celine Darche, director of operations; Lee Fraser,
Ph.D., chief scienti;c o;cer; Ron Lewis, creative director – art; Beth Loeb, group account
director; Evan Young, associate creative director
– copy; and Kathy Zaiser, group account director. As a whole, this leadership team continues
to drive the ideation, development, and execution of commercialization and marketing best
practices within Renavatio. ;is year, the Renavatio leadership team looks forward to a number of internal initiatives aligned to the agency’s
vision: growth of brands, clients, and talent.
“With every new day and every new client and
brand we add, we’ve been looking to challenge
ourselves to continually grow our digital capabilities in particular – while maintaining our focus
on what we do best,” Iaquinto says. “Specialty
brand building for the life sciences industry.”
At the tail end of the year, Renavatio entered a
multi-agency pitch and won the AOR assignment for the highly promising new anti-cancer
modality o;ered by Novocure for glioblastoma:
the Novocure TTF, or Tumor Targeting Fields,
device. Renavatio takes over strategic positioning, promotional rebranding, creative, and tactical execution duties for Novo TAL as the device seeks to build on its buzz and enters into its
critical commercialization phase in 2014.
;e agency is also highly anticipating the upcoming launch of another brand added to the
roster: Envarsus, a promising new tacrolimus
formulation from Veloxis Pharmaceuticals. Immunology remains the strongest of Renavatio’s
core specialty knowledge areas.
Lastly, in addition to branching out from
the standpoint of digital capabilities, Renavatio
is growing into new disease specialty areas including animal health. ;rough the addition of
both full-time sta; and project work for Merial
on Previcox, the agency is targeting an entirely
new mix of clients.
In 2013, Renavatio o;ered its direct support
for local fundraising initiatives, including contributions once again to the Newtown Friends
School and the Karen DeLisle Memorial Scholarship Foundation.
;e company also helped sponsor two bike-racing fundraisers: the 2013 Ride to Conquer
Cancer and the 2013 Bike MS City to Shore
ride in New Jersey.
Also, this year Renavatio is launching an
all-out internal food drive to bene;t the Bucks
County Housing Group, a nonpro;t social service organization that provides a wide range of
housing and related social services to homeless
and low-income families near Renavatio’s headquarters in eastern Pennsylvania. MEDADNEWS
Larry J. Iaquinto, principal, brand strategist; Sheila Gerus, principal, brand strategist
27-29 Cambridge Lane
Newtown, PA 18940
Active business clients
BRANDS BY 2013 SALES
Brand-product accounts held
$25 million or less 1
$25 million – $50 million
$50 million – $100 million
$100 million – $500 million
$500 million to $1 billion 1
Specialty brand advertising and promotion 50%
Specialty brand scientific services 25%
Specialty brand strategic services 25%
Abbott Point of Care
Fidia Pharma USA
Renavatio developed the creative campaign for Antares’ RA brand Otrexup, and executed traditional print and
digital materials including the development of a robust iPad visual aid.
DIGITAL EDITION AVAILABLE AT MEDADNEWS.COM