Brand News
Horsham, Pa., July 29, 2009
DUDNYK PARTNERS WITH MIDDLEBROOK TO CREATE MOXATAG® BRAND
Dudnyk selected for the MOXATAG launch based on the agency's anti-infective marketing experience and bold approach to branding.
New product launches are rare in the pharmaceutical industry these days, and even more rare is a launch of a first-of-its-kind medication. Dudnyk, a full-service, healthcare marketing, branding, and advertising agency, was selected to handle all professional branding for MOXATAG (amoxicillin extended-release) Tablets, 775 mg, the first and only FDA-approved once-daily amoxicillin. MiddleBrook Pharmaceuticals, Inc., selected Dudnyk for the MOXATAG launch based on the agency's anti-infective marketing experience and bold approach to branding.
Dudnyk embarked on logo design, creative exploration, message testing, and ultimately full execution of materials for healthcare professionals, trade customers, and MiddleBrook's nationwide field sales force. The result of the process was a differentiating and compelling brand image and a durable message for MOXATAG.
“Dudnyk has created a compelling brand identity for MOXATAG with tremendous stopping power,” said Frank L. Koos, senior vice president of sales, marketing, and business development for MiddleBrook. “All our MOXATAG detail pieces and print media have been built on the MOXATAG brand, which is also evident online at MOXATAG.COM.”
“The design elements and messaging conceived by Dudnyk are playing an invaluable role in educating healthcare providers about the benefits of MOXATAG,” Koos continued. “Dudnyk's creativity, project management skills, and ability to consistently deliver in crunch time contributed to the successful launch of MOXATAG, and Dudnyk is a valuable partner for MiddleBrook.”
MOXATAG is a once-daily extended-release formulation of amoxicillin for oral administration that consists of three components: one immediate-release component and two delayed-release components. The three components of MOXATAG are combined in a specific ratio to prolong the release of amoxicillin compared to immediate-release amoxicillin. MOXATAG is intended to provide a once-daily alternative to currently approved antibiotic regimens for the treatment of adults and pediatric patients 12 years and older with tonsillitis and/or pharyngitis secondary to Streptococcus pyogenes.
“We're glad we could be part of the birth of the MOXATAG brand,” said Frank X. Powers, chief marketing officer at Dudnyk. “MiddleBrook has the potential to revolutionize antibiotic therapy with PULSYS®, its proprietary drug delivery technology used in MOXATAG, and we're thrilled to have the opportunity to build the MOXATAG brand and partner with a rising star like MiddleBrook.”
About MiddleBrook Pharmaceuticals
MiddleBrook Pharmaceuticals, Inc. (Nasdaq: MBRK) is a pharmaceutical company focused on developing and commercializing anti-infective products that fulfill unmet medical needs. MiddleBrook's proprietary delivery technology—PULSYS—enables the pulsatile delivery, or delivery in rapid bursts, of certain drugs. MiddleBrook is currently developing a portfolio of anti-infective PULSYS products. MiddleBrook's near-term corporate strategy includes improving dosing regimens and/or reducing frequency of dosing to enhance patient dosing convenience and compliance for antibiotics that have been used and trusted by physicians and patients for decades. MiddleBrook currently markets KEFLEX® (cephalexin, USP), the immediate-release brand of cephalexin, and MOXATAG—the first and only FDA-approved once-daily amoxicillin. For more information about MiddleBrook, please visit www.middlebrookpharma.com. KEFLEX, MiddleBrook, MiddleBrook Pharmaceuticals, Inc., MOXATAG, MOXATAG.COM, and PULSYS are the trademarks of MiddleBrook Pharmaceuticals, Inc.
About Dudnyk
Dudnyk, founded in 1993, is an independently owned, full-service healthcare marketing, branding, and 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/content development. For more information about Dudnyk, visit www.dudnyk.com.
