Life Sciences · Molecular imaging
Zionexa
A targeting analysis and a market entry model, then the brand and platform they called for.
The engagement opened with a physician targeting analysis built from federal claims data, then a market entry model for the United States and Europe. The brand system and the platform followed from both.
IndustryLife SciencesMolecular imaging
ServicesCommercial Strategy, Brand and Creative, Digital Infrastructure, Analytics and Intelligence
EngagementTargeting analysis and market entry model, then the brand and the platform
WebsiteAcquired in 2021
The challenge
A launch on the calendar, and no map of the physicians who mattered.
The spin-off that created the company left it with limited presence in the United States and limited time. A market entry model, a brand, and preparation for a drug launch all had to happen inside the same window.
The harder question came first. An imaging agent is ordered by physicians already managing a specific patient population, and the list of who attends the meeting is a different list from who is treating those patients. A commercial list would have answered the first question. The engagement answered the second.
Built for two marketsThe United States and Europe treat promotion of a prescription medicine differently, and a company selling into both has to hold that in its foundations. Name candidates were screened for both markets, because a name has to clear in both to be the name. The platform resolves market before it makes a claim, and the structure was designed around products still in development.
The approach
One commercial engine.
The work opened with a physician targeting analysis. Three data sources were joined to answer three different questions, and the result shaped the market entry model, which in turn set the brief for the brand and the platform.
A market entry model for the United States and Europe, built with the newly formed team before a name existed. The targeting work fed it directly: the client’s own footprint of pharmacy locations, academic institutions, and imaging centers was joined to the analysis, so the output was a coverage plan: who to reach, and where they could actually be reached.
Mission, vision, values, and the position the company would own, set with the new team, then the identity that carried them. Naming ran inside that work: more than three hundred candidates were screened for meaning and for trademark clearance in both markets, because a name has to clear in both to be the name.
A platform built for United States and European markets from the start, structured to hold a growing pipeline and products that were still unnamed. A company that would look different in two years had to have a site that could change with it.
Federal claims data linked provider-level utilization to prescribing of a short list of high-cost therapies, so targeting rested on who was already managing the patient population. Joined to a database of oncology investigators and to the client’s own footprint, three sources answered three questions: credible and active, actually treating, physically reachable.
The impact
The analysis outlived the engagement.
The engagement opened on a targeting analysis. A brand brief came later. Federal claims data linking provider utilization to prescribing, joined to investigator records and the client’s own footprint, produced one targeting method from three sources and a ranked view of where an entry would land.The market entry model, the brand and the platform followed from it, in that order. The company was acquired in 2021 alongside its FDA-approved product, and jscTEK was retained to continue operating the platform.
What we delivered
The work, itemized.
- Physician targeting analysis, federal claims data
- Provider utilization linked to prescribing
- Investigator data and client footprint join
- Market entry model, United States and Europe
- Mission, vision, values, and positioning framework
- Naming program, over three hundred candidates, screened in both markets
- Logo and identity system, with brand guidelines
- Platform design and build, structured for a pipeline
NextCerianna