Global health crisis. Global solutions.

How Genzyme and CB worked across borders to drive treatment in chronic kidney disease (CKD).

The Challenge

CKD is one of the fastest growing health issues in the US and around the world. As the market leader in the treatment of hyperphosphatemia in CKD with products Renagel^® (sevelamer hydrochloride) and newly launched Renvela^® (sevelamer carbonate), Genzyme Renal is focused on raising awareness of the need to manage mineral dysregulation and helping nephrologists understand the consequences of binder therapy choice.

The Solution

Working together, CB and Genzyme developed an integrated communications program using brand and disease platforms to reposition the product and the disease while accommodating differing US and European indications (Renvela is indicated for patients on dialysis in the US and both dialysis and nondialysis patients in Europe). A key component of the program was bringing data to life in nontraditional ways that communicated a sense of urgency across cultures—and around the world.

The Results

The US and global Renvela campaigns launched in late 2008 and have solidified Genzyme Renal's leadership position in both the national and international CKD communities.