Paediatric Heart Failure Treatment
Overview
The development of a new brand identity and integrated European launch campaign for Proveca’s paediatric heart failure treatment. The project brought together brand strategy, creative development, and launch execution within a single, efficient programme supporting HCPs, caregivers, and payers.
The Challenge
Proveca needed to introduce a new paediatric heart failure treatment into a complex, highly regulated environment. The brand had to be scientifically credible for healthcare professionals, clear for payers, and reassuring for caregivers — all while launching across multiple European markets.
There was no existing brand or messaging framework, and regulatory timelines and launch priorities were evolving throughout the project.
Conclusion & Results
The Approach
We began with in-depth product and market understanding. Our team reviewed and analysed a wide range of scientific and clinical papers to fully understand the treatment, the data, and the competitive landscape. This formed the basis for clear, accurate core messages that could be confidently used across all materials.
From this work, we developed:
- A launch campaign concept and messaging framework
- A detailed brand book defining brand fundamentals, tone of voice, visual identity, and message hierarchy
The brand book became the single source of guidance for the brand, allowing us to efficiently and consistently develop all other materials.
Once the foundations were in place, we delivered a full suite of launch assets, including:
- HCP detail aids,
- congress booth visuals,
- promotional and educational materials,
- caregiver onboarding packs
- and administration videos,
- supported by localisable templates for European markets.
Working closely with Proveca’s medical and commercial teams, we structured the work so that content and design could progress in parallel, enabling rapid rollout once regulatory approvals were confirmed.
The Impact
The result is a clear, consistent and instantly recognisable brand that works across channels, audiences and markets. The structured brand and messaging framework ensured consistency at launch and continues to support efficient localisation and future development.
Despite regulatory uncertainty and shifting priorities, the European launch was delivered on time and within budget, and OSP continues to support Proveca as the brand rolls out further.
“The OSP team have been fantastic supporting all the various projects ongoing at Proveca and providing quick turnarounds, and you have been understanding and supportive during this busy period including recent changes.”
