Schering-Plough - Pegintron

Therapeutic Area: Immunology/Infectious Diseases
At the time of hiring Addison Whitney, Schering-Plough, now a division of Merck, needed a compelling, believable and sustainable positioning for their Pegintron product line. Pegintron is commonly used in the treatment of hepatitis C. 

Addison Whitney conducted numerous interviews with stakeholders throughout the US. Our brand strategist evaluated the responses and developed messaging grids associated with various segments of the target market. The newly created tool will aid in communicating the core brand position and key messages to specific audience segments.

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