AmgenAranesp® (darbepoetin alfa)10/28/2008
Amgen

Aranesp® (darbepoetin alfa)

Aranesp, Amgen’s erythropoietic protein that stimulates the production of red blood cells, has changed the lives of scores of patients suffering from anemia or the devastating effects of chemotherapy. The brand’s two distinct target audiences, health care professionals and disease-state consumers, require the same types of information operate within completely opposite sensibilities.

Utilizing the same powerful brand elements, we created memorable trade show communications driven by messages of innovation and efficacy. For consumers, whose touch point was the doctor’s office while waiting for examination, we delivered the brand story with quiet elegance, conveying messages of support, lifestyle benefits and hope.
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