Elevate Healthcare Marketing

Grifols has been a leader in rabies protection for over 45 years, with the original HyperRAB, a human rabies immune globulin (HRIG), as its leading product.

The AN animal attack is traumatic enough campaign alerted HCPs to the reformulation of this leading rabies treatment and reinforced Grifols’ role as an innovator and leader in the space.

While the formulation story was important, there was an even more powerful story to tell—the emotional toll on HCPs when treating rabies was real, in both an empathetic and practical way. It’s difficult enough to follow recommendations and inject all that volume; inflicting more suffering on a patient who’s had a traumatic experience only compounds the issue. Providing a solution to that challenge was really the essence of the HyperRAB campaign strategy.

The AN Animal attack is traumatic enough campaign was conceived from the idea that seeing the face of a patient who had just experienced an attack was the most powerful and emotional appeal that could be made to the HCP. Great care was taken working with physicians who treated rabies to get the wound site just right, the patient type perfect, and the scenario relevant and realistic. Our patient became “the face” of the HyperRAB brand and was utilized across all media, from ads to banners to sales materials and convention displays.

Rabies wound sites vary:

Injecting the volume of the total dose can be challenging at some wound sites