Quick Launch Artist
Brenda Vujanic has led Agency LRB, a Benchworks company, for the past three years in its role as HCP AOR for Neos Pharmaceuticals. During this time, she has been instrumental in the launch of two new drugs for Neos, despite coming late to the party.
Here’s the story: Neos Pharmaceuticals, a small startup, was preparing to launch its first product, Adzenys XR-ODT, with a target date of May 2016. During the initial brand development, Neos parted ways with its HCP AOR and selected Agency LRB to replace them. With only four weeks until anticipated PDUFA approval, Brenda and her team stepped into concept development and testing.
One more wrinkle: Adzenys XR-ODT, an ADHD drug, was entering an already saturated market. Finding the correct messaging and imagery would be essential to the brand’s success. The campaign they developed focused on the new technology and convenience offered with Adzenys XR-ODT—the first and only extended-release orally disintegrating tablet for the treatment of ADHD. The message to HCPs was that they now had an option for parents who come to them with concerns about their child taking a pill. There was also a focus for adult patients about the flexibility of an orally disintegrating tablet (ODT) that can be taken on the go and without water.
“Agency LRB collaborated with us to complete development of the brand vision, positioning, strategy, and key imperatives in time to present the resulting creative campaign to market research groups as part of concept testing in multiple cities,” says Tom McDonnell, Chief Commercial Officer, Neos Pharmaceuticals. “Brenda and her team have demonstrated time and again that rare combination of responsiveness, creativity, and value. Their execution is simply superb.”
Neos was so impressed with Brenda and her team’s work on the HCP responsibilities that they were asked to assist on the consumer side. And once Adzenys XR-ODT successfully launched on time, Neos immediately engaged Agency LRB as HCP AOR to launch a second ADHD medication, Cotempla XR-ODT in 2017.
Brenda recently celebrated 10 years with Benchworks, along with a promotion to COO, a role in which her launch capabilities will benefit all Benchworks clients.