As Axona’s strategic arm, after the brand identity was established and product positioning defined, Avocet developed a brand toolkit and created a brand management program for outside sales groups and Axona’s pharma marketing agency to implement.
Through collaboration with the commercialization team at Axona, we successfully launched the brand to the various internal and external audiences. Specific business development strategies and sales aid tactics were executed for the physician market. Strong education and empathy-based message maps for the caregiver audience addressed the emotional and physical strain family members endure while caring for a loved one.
Axona’s position and branding helped to define the strengths of the product and position it for growth. In twelve short months, this focus resulted in over 2,000 physicians prescribing and over 10,000 patients using Axona.