Elevating the impact of KEDRAB® in the rabies HRIG market

Introduction

In 2019, KEDRAB was launched across the US market. Over the next two years, KEDRAB’s  main competitor product held the majority of the human rabies immune globulin (HRIG) market share.​ However, not all healthcare facilities and hospitals administering rabies post-exposure prophylaxis (PEP) after potential rabies exposures were aware of all the HRIG options available to them or the different benefits of each. There was also confusion around how to follow proper protocol, especially when determining the appropriate dose volume needed to best treat all animal scratches or bite wounds and prevent the deadly rabies virus from progressing.

Objective

Boost brand awareness and market equity, while also increasing healthcare professionals’ knowledge and confidence when treating patients potentially exposed to the rabies virus.

Strategy and Execution

After identifying specific customer needs at point of care and establishing an approach and solid positioning for the brand, the sales force was armed with a wide range of print and digital materials personalized by specialty  to better communicate the key benefits and points of differentiation of KEDRAB. The sales force partnered with healthcare facilities by providing essential educational and program benefits to help increase the awareness of rabies and the importance of proper PEP administration following potential exposures.

Outcomes

KEDRAB has surpassed its growth goals and sales objectives each year, establishing an impactful and winning presence in the HRIG market. Additionally, the sales force continues to provide valuable educational materials and practical tools, making KEDRAB a vital partner for healthcare facilities helping to fight against rabies and save patient lives.​