Brand News
Horsham, Pa., March 25, 2009
DUDNYK PARTNERS WITH SIRION THERAPEUTICS ON THE LAUNCH OF THEIR
FIRST COMMERCIAL PRODUCT, DUREZOL
Agency Develops Identity, Imagery, Packaging and Launch Materials for Professional Sales
Dudnyk, a full-service, healthcare marketing and medical advertising agency, announces the successful launch of Durezol™, the first and only topical ophthalmic steroid with FDA approval for postoperative inflammation and pain. Sirion Therapeutics, Inc. selected Dudnyk for the Durezol launch based on their bold branding capabilities and extensive ophthalmic experience.
Shortly after being awarded the business, Dudnyk developed the branding elements essential for the successful launch of Durezol. This included the logo, icon, typography, packaging, and imagery. Additionally, Dudnyk developed the advertising program and launch materials to support the professional sales representatives.
“Dudnyk's proven track record of providing bold brand solutions to client challenges and their ability to respond promptly and efficiently to our strategic brand objectives were exactly what we needed for the launch of Durezol,” said Susan Benton, co-founder and SVP, Sales and Marketing at Sirion Therapeutics. “Dudnyk delivered memorable imagery that conveyed the power of Durezol and differentiated it from other ophthalmic medications, as well as a comprehensive campaign that provided reps with both clinical and promotional materials. Their understanding of the Durezol clinical data, ophthalmics market, and the breadth of the materials developed helped make this launch a success.”
Durezol is a difluorinated prednisolone derivative that has potent anti-inflammatory activity. Durezol works rapidly and effectively to resolve postoperative inflammation and pain, and is the only drug in its class indicated for treating postoperative pain. Moreover, Durezol's unique formulation ensures consistent drug delivery.
Durezol was licensed from Japan's second largest ophthalmic pharmaceutical company, Senju, to treat ocular inflammatory disease. More than 5 million ophthalmic surgeries, including cataract surgery, are performed each year in the United States. Cataracts are a common occurrence in the aging population and generally require surgical removal. This surgery, along with intraocular lens implantation, frequently results in postoperative inflammation. Postoperative inflammation can interfere with the patient's visual rehabilitation and lead to further complications such as acute pain and discomfort, cystoid macular edema, keratopathy, fibrin reaction, chronic uveitis, glaucoma, synechiae, or posterior capsule opacification.
“We are very pleased with the high level of awareness that Durezol has achieved in such a short time,” said Lorna Weir, President of Dudnyk. “Sirion chose Dudnyk based on our proven history of successful work in the ophthalmic arena, and we are thrilled to have been able to deliver a maximum impact for the launch of this one-of-a-kind product.”
About Sirion
Sirion Therapeutics, Inc. is a privately held biopharmaceutical company pursuing the discovery, development, and commercialization of products addressing unmet medical needs in the protection and preservation of eyesight. Sirion's diverse product portfolio includes products that address ocular diseases and conditions including uveitis, herpetic keratitis, dry eye, glaucoma and geographic atrophy associated with dry age-related macular degeneration.
About Dudnyk
Dudnyk, founded in 1993, is an independently owned, full-service healthcare marketing and medical advertising agency that delivers “bold brand solutions.” Based in Horsham, Pa, Dudnyk serves companies in the pharmaceutical, biotech, medical device, and managed markets arena. Dudnyk has core competencies in strategic planning, scientific direction, and creative concepting. For more information about Dudnyk, visit www.dudnyk.com.
