A chaotic world:

• Amylin invested 16+ years in the development of Symlin^® (pramlintide acetate) injection
• Symlin phase 3 trial data showed significant improvements in postprandial glucose, weight loss, less insulin use, and minimizations in glucose fluctuations, but A1C reductions (physicians' primary efficacy marker) were marginal
• To satisfy the FDA’s concerns about severe hypoglycemia, Amylin Pharmaceuticals agreed to refrain from nonpersonal promotion (advertising) for 12 months from launch to allow for careful control over patient selection
• Symlin was in danger of being perceived as an insulin “helper” rather than a partner

Creative thinking:

• Kane & Finkel utilized its multidisciplinary Brand Parenting™ approach to help enlarge and crystallize the vision for Symlin
• We built an identity and launch platform for Symlin as a symbiotic brand with its own unique benefits independent of insulin
• We positioned the efficacy of SYMLIN outside of the diabetes benchmark of A1C with “Benefits Beyond A1C”
• We elevated the importance of glucose fluctuations and postprandial glucose as diabetes treatment targets
• Symlin sales followed a steady growth trend
• Symlin was safely launched, with very few cases of hypoglycemia reported