Cerezyme

Differentiating a brand prior to new market entrants

Cerezyme (Sanofi) is a $1 billion product for Gaucher disease, a rare and debilitating genetic disorder that affects fewer than 10,000 people worldwide.

The Challenge

For more than a decade, neither physicians nor patients referred to the brand by name. It was simply known as enzyme replacement therapy (ERT). As two new competitors prepared to enter the market, Cerezyme needed to establish its brand, its value proposition, and strengthen connections with audiences.

The Insight

Unlike most genetic conditions, people who suffer from Gaucher do not define themselves by their disease. More than 70% of patients endured unexplainable symptoms and sustained treatments because "there is so much more to life than Gaucher disease.” People with Gaucher dream of living real lives filled with goals and accomplishments, disappointments and regrets, just like everyone else.

The Approach

We defined a “real life” as one with a full measure of purpose and activities, highs and lows, achievements and failures—one in which Gaucher disease has no influence at all. The “I Am” campaign celebrated the full, satisfying lives Cerezyme patients lead. The brand promises to help overcome the barriers that Gaucher disease and its treatment put in the way of responsibility, individuality, and fulfillment.

Medium: Traditional Advertising

The Strategy

  1. Transform Gaucher disease management into a positive and sustaining experience where patients are restored physically and psychologically so that they can lead lives of their own choosing

  2. Differentiate the brand by reinforcing its highly documented scientific evidence and personalized support services

The Tagline

Be Yourself

“Be Yourself” functioned as our value proposition and call to action. Powerful imagery paired with unmatched efficacy proved that patients gained an “overwhelming sense of autonomy.”

The Result

The “I Am” campaign became the embodiment of the brand’s patient-centric leadership position, resulting in a 20% increase in global sales in less than two years. The campaign ran for 15 years and evolved based on various market conditions and local needs.

Additionally, the “I Am” campaign was awarded the Communicator Award 2016 | Silver Award of Distinction.