The Portfolio Impact

United Therapeutics has done everything and anything to turn the treprostinil molecule into a full portfolio of impactful PAH agents. Competitors see this strategy as continuously milking the same molecule instead of creating something innovative and new. I believe they really are thinking way bigger and working on a cure, but in the meantime, they are doing the best they can to fund those efforts with what is a pretty impressive franchise. Okay, yes I'm still drinking the Kool-Aid. And this is years later after working on the competition too.

Here's a breakdown of all that we did to unify this franchise and end the era of "co-opetition" which was a bizarre situation of brands competing against internal brands while pretending to support the same overall goals.

Impact Now Treprostinil portfolio detail aid established a roadmap for using each treprostinil agent sequentially—from oral ORENITRAM early to TYVASO if patients preferred inhaled, to established REMODULIN when it was time for an infusion therapy (ie late stage or emergency situations).

ImpactFull Treprostinil portfolio journal ad showed that trepostinil offered a full range of options across patient types and all stages of PAH

Impact Earlier ORENITRAM journal ad picked up where the chameleon campaign left off and drove a behavioral change to turn to the powerful (yet reserved) prostacyclin class earlier—since they now have an oral option See ideas that didn't make the cut

GraceFull Impact TYVASO journal ad was proposed as a way to carry through the IMPACT campaign to the inhaled option while implying enhanced tolerability See ideas that didn't make the cut

Known Impact REMODULIN core brand idea never had its chance to get developed into concepts, but that was the plan to expand the campaign to the original brand as it fought off generic threats

As the creative director and lead writer for this campaign, I also developed message architecture across each brand and the franchise and the corporate level.

Prior to the IMPACT campaign we brought the brands together with a temporary "Continuum of Care" campaign. The tree graphic showed how ORENCIA came first and patients could branch out down the road to use TYVASO or REMODULIN.

And like I said earlier, I believe that UT is still looking toward the future with bigger ideas like replacement organs. That's all because of working on this corporate brochure, which gave us a glimpse into their research and development projects, as well as pipeline agents.

These campaigns are the intellectual property of Calcium USA and United Therapeutics.