New Product Launch Changes the Way People Think.
Accera™, a privately held biotechnology company, discovers and develops breakthroughs in treating central nervous systems disorders. Axona™ is a first-in-class product for the clinical dietary management of the metabolic processes associated with mild to moderate Alzheimer’s Disease (AD). Avocet was hired by the management team to develop key strategies for commercialization, create the Axona brand, define Axona’s identity and market position and determine key messaging for the AD marketplace.
As a result of a brand development assessment called Brand Mapping, Avocet recommended strategies that would differentiate Axona from all AD pharmaceuticals, position Axona as a strong co-therapy among AD drugs, and develop messaging that would educate patients and caregivers on the product’s benefits. Using the tagline “A Healthier State of Mind,” a focus was placed on the benefit of simplicity.
After the identity was established and product positioning defined, Avocet developed a brand toolkit and established a brand management program for all patient, caregiver and healthcare professional markets.
Through collaboration with the marketing team at Accera, we successfully launched the brand to employees, caregiver’s, patients, healthcare professionals and the sales channel. As the focus had been predominantly physician based, messaging and actions shifted to key influencers such as caregiver’s.
Axona’s new identity and brand position helped to define the strengths of the product and position it for growth. In twelve short months this focus resulted in tangible results:
Over 2000 physicians are prescribing Axona
Over 10,000 patients have used Axona