Apotex

Apotex, a pioneer in Brazil’s biosimilars market, sought to position itself as a leading and trusted brand for both healthcare professionals (HCPs) and patients. I developed and led the execution of integrated campaigns that pushed the boundaries of creativity in healthcare marketing. The work spanned institutional branding, trade marketing, and direct-to-patient communications, ensuring a cohesive brand experience across all touchpoints.

Challenge​

The biosimilars market in Brazil is highly competitive, with several global and local players vying for credibility and market share. The challenge was to create a distinct, bold, and trustworthy brand presence that could appeal simultaneously to HCPs and patients – two very different audiences – while adhering to strict pharmaceutical communication regulations.

Approach

I led the creation of a distinctive creative platform that set Apotex apart, developing a unified visual and messaging framework to convey innovation, reliability, and accessibility. Working with a team of creatives, we rolled out the concept across print, digital, events, and pharmacy materials, engaging HCPs with targeted tools and content, educating patients with clear, confidence-building materials, and delivering immersive brand experiences in all touchpoints.

Key outcomes

  • Established a consistent and recognisable brand identity across all audiences and channels.
  • Increased brand visibility and differentiation in a crowded biosimilars market.
  • Enhanced trust and engagement among healthcare professionals through tailored trade marketing and educational tools.
  • Strengthened patient understanding and confidence in biosimilars, supporting greater acceptance and uptake.