madman
Super Moderator
XYOSTED Brand Refresh & Patient Experience - TMC Strategic Communications
Working in collaboration with our global client portfolio to develop unique communications that affect meaningful change, brings our team immense pride.
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Supporting an established biopharmaceutical organisation, to ensure their groundbreaking Testosterone Replacement Therapy (TRT) stands out in a crowded market place.
Halozyme is a biopharmaceutical company advancing disruptive solutions to improve patient experiences and outcomes for emerging and established therapies.
The organisation develops unique proprietary technology—and offers the first and only TRT weekly auto-injector of its kind; ‘XYOSTED’. This innovation allows male patients, who have low or no testosterone due to certain medical conditions to self-administer treatment with greater autonomy, a major leap forward in patient empowerment.
The Challenge
Despite the scientific breakthrough, XYOSTED faced a significant market challenge: standing out from its competitors in an industry crowded with legacy TRT methods, some of which have been standard since the 1960s. Their novel delivery method needed to be positioned as an appealing alternative —attractive in both clinical efficacy and patient experience.With a sales team facing the pressures of delivering product benefits to time-pressured physicians the need for a compelling, benefit led and patient centric brochure was recognised along with the need for strategic overhaul of the brand.
Our Approach
We began with a strategic audit of the client’s brand, value proposition, and messaging, identifying key opportunities to elevate their positioning.From there, we devised a multi-layered tactical rollout:
- Developed engaging, persona-aligned patient collateral designed to compete with more established competitors.
- High-impact 3D product visualisation and animation, allowing HCPs and patients to fully understand the unique mechanism of action.
- Strategic design balanced with FDA-compliant medical copywriting, to account for sensitive integration of regulatory requirements such as ‘Black Boxed Warnings’.*
- Device-agnostic, accessible design across both print and digital formats.
- Liaised with client-preferred, international vendor in respect to high-quality print.
*Black Boxed Warning for XYOSTED was <a href="FDA issues class-wide labeling changes for testosterone products">removed by the FDA in February 2025</a>
Results & Next Steps
To date, the response is hugely encouraging. The new Patient Brochure was met with enthusiastic feedback from the sales team at the client’s National Sales Meeting in February 2025 and the asset has been rolled out across the organisation.Building on this success, we’ve been commissioned to continue the digital journey with a new project. This next phase will draw on our expertise in digital strategy, UX/UI, stakeholder management, and brand storytelling, bringing consistent excellence across every channel.
