Genitope Corporation
MyVax® Personalized Immunotherapy
Launching a Unique, Revolutionary Brand

Issue:

  • Small biotech company with a Phase-III "personalized cancer vaccine"
  • Limited corporate infrastructure and financial/human resources
    • Preparing for an IPO
  • No product brand name or image
  • Unclear language and messaging around the product, its category, and the benefits it would provide to physicians and patients
  • No "market conditioning" communications or education programs despite the possibility of being on the market in a 2-3 year time-frame

Challenge:

  • Develop a high impact, easy-to-be-communicated brand identity and message platform for a product with enormous promise in a category with enormous misperceptions
  • Prepare the market, product and company by appropriately communicating “the therapeutic promise” to engage a wide target audience
  • Drive visibility of company and product in the professional/trade and consumer media
  • Drive clinical trial accrual

Solution:

  • Implemented Dorland Global’s Brand Development Process
    • Market Research with Key Target Audiences
      • Genitope Executives & Genitope Scientists
      • Clinical Investigators
      • KOL Hem/Oncs & community-based Hem/Oncs
      • Pathologists
      • Oncology Nurses
      • Investors
    • Collaborative Synthesis Sessions
    • Brand Wheel & Positioning Development
    • Core Branding Package
      • Brand Name
      • Brand Logo, iconography and vocabulary
      • Key Message Platform
      • Branding and Style guidelines
  • Established communications networks (e.g., investigators, oncology nurses, community based oncologists and pathologists)
  • Designed regional public relations initiative to drive clinical trial accrual in 33 media markets in the U.S. and Canada
  • Developed national media outreach campaign to increase corporate and product visibility among consumer media
  • Drove trial awareness and participation via branding, MD communications and networks, ConferenceLine™, conference programs and clinical communication

Outcome:

  • Most successful biotech IPO of 2003
  • Establishment of a clear and concise brand platform
  • Significant increase in company & brand awareness
  • Significant increase in Phase III clinical trial recruitment
    • 90 articles (4.5 per site) regarding clinical trial
    • Accrual increased 275 percent from April 02 – January 04
  • Excitement building as evidenced by ASH Congress
  • Poised to launch a revolutionary brand in 2009