Merck Serono partnered with Tamooz to create a new brand strategy for Saizen, a growth hormone drug for children. The niche market for growth hormone drugs is heavily saturated with many competitors who offer a wide variety of medications – all with similar brand promises and results.
Seeking differentiation from the masses, Merck Serono and Tamooz worked together to reshape the Saizen brand and position its drugs and devices as the leading choice in the minds of patients, parents and doctors.
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Growth hormone drugs are fabricated from recombinant human growth hormones using DNA technology. These drugs are therapeutically equivalent to the natural growth hormone produced by the body. Tamooz researched the international growth hormone drug market extensively and understood that there are three key decision makers involved when choosing a medication: the child patient, the parent and the doctor. Each decision maker has their own considerations. The child is looking for a drug that is friendly, fun and easy to use. The parent wants a reliable medication with proven results, and the physician favors a drug that is associated with advanced research.
Based on the research findings, Tamooz conceived the core proposition "Saizen makes growing easy." Characterized as caring, supportive, reliable, trustworthy and on the cutting edge of science, this core proposition reflects all of the therapy's main advantages and appeals to the needs of the patients and physicians.
Tamooz recognized that in order to distinguish Saizen and its devices from the competition, they needed to use an integrated branding approach. A comprehensive family of brands proves strength. Instead of having separate product identities for the drug, injection devices and clinical research projects, Tamooz united the whole Saizen offering under one solid brand identity. This reinforced the advantages of Merck Serono's comprehensive growth hormone therapy.
Tamooz created a logotype that would appeal to both child patients and their doctors. To evoke the feelings of comfort, tranquility, trust and wisdom, Tamooz chose the color blue for the logos. The use of the elliptical shape suggests a sense of user-friendliness and the arrow represents growth, dynamism and innovation. The result was a new logotype that stood out as fresh and different from the competition.
Tamooz used imagery rooted in nature and the outdoors to reinforce the connection between Saizen and a healthy, normal lifestyle. Photographs of children and parents in green, pleasant settings were added to the product communications in order to convey calm, trust and stability. Branded communications included product brochures, user guides for children, including a DVD movie, exhibition booths, monthly newsletters and registry brands.
Physicians, patients and parents embraced Saizen's new branding concept with enthusiasm. Physicians recognized the important pharmacogenomics research carried out by Merck Serono and understood its influence on the Saizen brand. Saizen moved on to become a leading choice for growth hormone therapy and a trusted brand among medical professionals.