Claforan is one of the original third-generation cephalosporin hospital antibiotics. Its challenge was that in vitro bactericidal assessments didn't match the better-than-expected results that physicians were empirically achieving in the clinical setting. The explanation for this is that an active metabolite made Claforan more effective in vivo than results from in vitro studies would have indicated. Competitors were having some success in exploiting this paradox.

 

I convinced the client that by taking ownership of the active metabolite issue, we could steer the agenda back to an appropriate focus on Claforan’s excellent clinical success rates. The headline and visual artfully captured this idea. Perceptions and sales improvedmeasurably.