Case Study: Celgene achieves a unified Abraxane brand positioning across multiple indications with CLEAR

Celgene adopts Abraxane as standard of care in pancreatic cancer with CLEAR

The customer Celgene faced the challenge of creating a single, unifying brand positioning for its product Abraxane as it expanded from metastatic breast cancer into new indications like non-small cell lung cancer and metastatic pancreatic cancer. They engaged the vendor CLEAR to help them untangle this complexity and succeed in launching across multiple tumor types.

CLEAR implemented a solution by first understanding the needs of different patient populations and their healthcare providers to find common ground. They developed a strategic brand positioning that resonated with all audiences, which led to the creation of a flexible messaging platform and brand architecture. As a result, CLEAR delivered a unified positioning that set Abraxane up for success, directly leading to its adoption as a standard of care for pancreatic cancer.

Celgene