Santarus - Zegerid

Therapeutic Area: Gastroenterology
Santarus is a specialty biopharmaceutical company. Addison Whitney was contracted to develop a brand name for its new Proton Pump Inhibitor (PPI). PPI's provide almost complete suppression of gastric acid secretion and are prescribed for acid suppression therapy in a wide variety of upper GI disorders. The major indications for the class are treatment of gastroesophageal reflux disorder, treatment of erosive esophagitis, maintenance of healing of erosive esophagitis, treatment of duodenal ulcers and treatment of gastric ulcers.

The collaboration from Addison Whitney's creative team yielded a seamless branding solution for Santarus. A clear and effective competitive differentiation strategy for the new product was set at the beginning of the creative process. After thorough market research and legal screening, Santarus selected Zegerid.

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