Life Sciences · Radiopharmaceuticals
Neuraceq®
A United States commercial plan, then the brand and platform it called for.
A commercial plan for the United States market, then the brand system and platform built to carry it. Both are still in market, and they are what the product presents today.
IndustryLife SciencesRadiopharmaceuticals
ServicesCommercial Strategy, Brand and Creative, Digital Infrastructure, Analytics and Intelligence
EngagementUnited States commercial plan, then the launch platform it specified
Websiteneuraceq.comLife Molecular Imaging was acquired in 2025. The design and content carried into the acquirer’s platform.
The challenge
Two audiences, one product, and a review board.
Life Molecular Imaging came to us with a product pending FDA approval in an established category. Two agents had reached the U.S. market ahead of Neuraceq®, and between them they had time to make the case for amyloid imaging. The open question was which name a physician associates with it.
Two rooms had to hear the same thing. Nuclear medicine acquires and interprets the scan. Neurology decides a patient needs one. Those audiences read different journals, attend different meetings, and search different terms, and a message pitched at the midpoint arrives diluted in both.
Built for a regulated productThis is an FDA-regulated pharmaceutical product, so the commercial work sits inside obligations that a marketing site is free of. Safety information holds position with every claim at every breakpoint, full Prescribing Information stays within reach from every page, and every template is structured so medical, legal and regulatory review moves through one pass on one artifact.
The approach
One commercial engine.
The model came before the message. All four pillars ran as one engine, and each produced something the next could use. The plan set the segments and the targets. The segments set the claims. The claims set the creative. The creative shipped through the platform, and the platform fed the data that reset the following quarter. Regulatory review ran alongside every stage.
Before the site, the plan. Segmentation, targeting, market access, and the CRM specification underneath it. The numbers stay with the client.
A claims architecture that holds for the reader of the scan and the neurologist who orders it. The argument at the booth is the argument on the product page.
Two audiences on their own track within one click, the professional side opening on attestation, and templates structured so the analytics program had something clean to read.
Ranking objectives on a twelve-month horizon, tied to the terms a neurologist types at presentation. Search authority in regulated medicine compounds slowly, so the horizon is deliberate.
The impact
Built once. Carried forward.
The plan set the segments, the targets and the forecast the launch was measured against, and the product site was built to reach both audiences it named. Reporting opens on keyword position, because position against the terms a neurologist types is the measure that maps back to the plan.When the company was acquired, the brand system and the site design carried into the acquirer’s platform and are what the product presents today. Life Molecular Imaging has a pipeline and a team, and those are what closed that transaction. The design outliving it is the part we can point to.
What we delivered
The work, itemized.
- United States commercial plan
- Product positioning and messaging platform
- Campaign visual system
- Information architecture, consumer and professional
- Full site design and build
- Regulated content routing: fair balance, Prescribing Information, professional attestation
- Technical SEO, reporting, and measurement
- Conference program: booth, collateral, and webinars
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