Strong iconic branding is how I describe this idea. Emtriva’s dosing regimen goes beyond QD, empowers the physician with control and confidence, and spins it as providing more protection than you would normally get during a full day. Using a bold type design and executing the QD in gold lettering, portrays Emtriva as a gold standard in this category of HIV treatment.
Feeling this concept would be the one to make it to production, it did not, due to it’s weak translation internationally and failure to communicate it's message clearly to the foreign physician community.
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