Synvisc-One

A lead generation success story

Genzyme had been slowly losing market share for SYNVISC (hylan G-F 20), its treatment for osteoarthritis knee pain that delivers up to six months of pain relief with three injections. A new one-injection version, Synvisc-One (hylan G-F 20), had the potential to reverse this downward trend. The campaign PARTNERS+simons created for the Synvisc-One launch resulted in immediate market share gain.

The national, direct-to-consumer, lead generation and conversion campaign included television, print, direct mail, banner ads and email, plus editorial content on medical sites such as WebMD. We leveraged the equity in SYNVISC's existing brand identity, adapting it to convey the key benefit of Synvisc-One: the only single injection treatment to provide up to six months of osteoarthritis knee pain relief.

The campaign was reinforced with physician office materials that provided information and tips to Synvisc-One patients, reminded them to schedule their next injection and offered a free pedometer for registering online. PARTNERS+simons also completely revamped the SYNVISC website, and created a new Synvisc-One website, shifting emphasis to Synvisc-One but still providing information on SYNVISC.

The Synvisc-One launch campaign delivered a strong ROI and resulted in measurable market share gains. Most important, as Dan Deardorf, Genzyme VP of Orthopaedic Marketing says, “Working with PARTNERS+simons has enabled us to move from an acquisition model to a conversion model. Sure, leads have increased, but the quality of those leads has improved dramatically. And we can tie business increases directly to marketing investment—to the dollar.”