How could Celgene create a unifying positioning for Abraxane across multiple indications?

Services: Market Immersion | Patient Insight | Category Immersion | HCP Insight | Concept Development | Brand Strategy | Brand Identity | Brand Positioning

Understanding patient needs to identify the key positioning territory


Celgene asked us to help them untangle the complexity of creating a single brand positioning for the Abraxane brand.

The brand already had one established indication (metastatic breast cancer), and two future indications on the horizon (non-small cell lung cancer and metastatic pancreatic cancer).

The challenge was to understand all of the variables in order to focus and succeed in launching across multiple tumor types.


We first considered the convergence and divergence of needs for three distinct patient populations, and their healthcare providers to uncover common ground for the brand to own.

By understanding the drivers, motivations and attitudes of both patients and HCPs, we created a strategic map that helped identify anchor points for a singular positioning across all cancer types.

To do this, we mapped physician and patient typologies against each other to create a strategic grid – which then acted as a framework to help us identify the brand positioning territory we wanted Abraxane to own.

A brand positioning that underpinned growth and expansion into new indications


Our brand positioning hit home with patients and Healthcare Professionals – and from it, we developed a set of brand values that resonated across those audiences while maintaining the flexibility to tell indication-specific stories and build relevant brand experiences.

We then co-created messaging platforms with our targeted patients and HCPs, before working together with the brand teams from each indication to developed a brand architecture and clear strategy on how each indication could deliver growth.


The result was a unified brand positioning for Abraxane that set up the brand for success across existing and new indications.

Our work led directly to Abraxane being adopted as standard for care in the pancreatic cancer indication.