Case Study

Advanz Pharma

Client Industry


Project Categories

Branding | Communication

Advanz Pharma is a global pharmaceutical company with a strategic focus on speciality and hospital pharmaceuticals.

We were asked to work with them to first raise awareness of the company, and to then support the end-to-end launch of new products — from global brand development to local rollout.

The Brief

Why Advanz Pharma invited us to pitch

I wanted to cut through the ‘noise’ and take a different interpretation on how to creatively communicate the key messaging and value our new product would bring to the EU healthcare systems.
KC&F although not a ‘traditional’ pharma creative agency had experience within the sector but more importantly had a new, different take on how to communicate the value of our product to physicians, nurses, pharmacists and payers and bring a more ‘consumer’ focus to the messaging and creativity which really would be different and stand out – after all we are all consumers even in healthcare.

David Johnson
Global Director of Excellence / Advanz Pharma

Our Insights

How we approached the challenge
  • We thought in terms of territories and created over half a dozen
  • We looked at the brand from the perspectives of different stakeholders
  • We looked at what other companies did
  • We aimed to be relevantly different
Examples of the work we pitched with

What we have learned in two years of progress

  1. Engage emotionally
  2. Involve the medical team
  3. Create multiple assets
  4. Develop separate internal campaigns
  5. Test everything
  6. Build in flexibility
  7. Training is key
  8. Senior management sponsorship

Two years in…

“Their creative work has more than justified our confidence and faith in our decision. The cooperation and collaborative approach from the account team right through to the CEO of KC&F has been a real breath of fresh air. Nothing is too much trouble and as plans change (as they always do in product launches) they have been there to bring ideas and solutions to deliver the right message at the right time in a creative and impactful way.”

David Johnson
Global Director of Excellence / Advanz Pharma