Last fall, we created a standardized brand identity and guidelines for clinical research and development communications for the HARMONEE Program from Adare Pharmaceuticals.
Adare studies are underway with the goal of improving treatment for Eosinophilic esophagitis, including its novel orally disintegrating tablet (ODT) containing the active pharmaceutical ingredient fluticasone. Eosinophilic esophagitis (EoE) is a chronic immune-mediated disease characterized by presence of tissue eosinophilia and symptoms of esophageal dysfunction. To date, no medications have been FDA-approved to treat this condition.
The use of these identity guidelines will ensure that the elements, relevance, and benefits of the HARMONEE clinical development program are presented consistently in every message, medium, and audience. Clinical development identity is an integral part of the pre-launch process. With a clinical development identity, all of Adare’s study recruitment, scientific materials, advisory boards, and other pre- and post-launch activities will support each other with cohesive messaging, visual “look-and-feel,” and nomenclature.
The name of the overall clinical development initiative is the HARMONEE Program.
Internally, this identity reflects Adare’s collaborative spirit and demonstrates its corporate beliefs and behaviors – particularly fighting together and championing on behalf of the patient. Externally, the name “HARMONEE” is inspired from patient insights and specialist interviews, which conveyed evolving knowledge of EoE and shared experiences in a very personal voice.
In market research, patients said their doctors use the word harmony in describing a treatment goal. They said it sounds calm and peaceful, like a musical symphony breathes life into its audiences. The unique spelling with “EE” was mentioned as a way to make it special to eosinophilic esophagitis. Similarly, the specialists described their preference for HARMONEE as a calm name, easy to pronounce and remember, and getting things in sync again.
The HARMONEE Program name is visually represented with a “dynamic circle” logo design. It is made up of 4 basic elements:
- Opening esophagus: reminds of the clinical objective and aim of treatment
- Overlapping lines: signify desire to connect customers (patients with specialists, experts with practitioners, and more).
- Eosinophil cells: reinforces understanding of EoE as an immune-mediated disease characterized by presence of tissue eosinophilia and symptoms of esophageal dysfunction.
- Dispersing particles: represent the promise of our AdvaTab® Orally Disintegrating Tablet (ODT) technology.
Patients and specialists are aligned around a common key concept of describing the HARMONEE Program: “Clinical Development to Advance Treatment for EOE”
This appeals to all audiences because the current treatments are in great need of improvement. The word “development” is preferred in contrast to “research” and/or “studies” because it connotes further progress. This allows additional development programs (including assessment tools and in vitro visualization) to be communicated under the broad development umbrella.
One of the first presentations of the HARMONEE identity was at the 2017 United European Gastroenterology congress in Barcelona.