Market Access

Background

A division evolves within a leading biotech company.

Within a publicly traded biotech firm focused on cardiovascular and pulmonary diseases, Market Access emerged as a distinct division during a recent corporate restructuring. This specialized team connects healthcare providers and patients to optimal treatment, leading strategy for coverage, access, pricing and reimbursement. Its scope covers current and future therapies, including commercial products, transplant services and emerging technologies like bioengineered and xenotransplanted organs — all aligned with the firm’s mission to expand access to life-saving treatments and advance organ transplantation innovation.

Challenge

Branding a division redefining itself.

Following the reorganization, the Market Access division needed to establish its own identity while communicating its unique value proposition within a complex organization of 1,100+ U.S. employees.

Solution

Bringing a new brand to life.

To address this challenge, Sunup created a distinctive brand identity for the Market Access team. Through stakeholder interviews, we determined how to best represent this division’s offerings — documenting its mission, vision and values. We then crafted positioning, competitive differentiators, voice and tone, and a unifying brand statement. Next, we developed a visual identity that includes a logo, color palette, icon library and “hypertension gradient” that speaks to the organization’s industry focus. Finally, we built out brand guidelines, along with a suite of materials and templates to bring the new Market Access brand to life.

Outcome

Getting to the heart of it.

The Market Access team now has its own identity that aligns perfectly with its parent organization. This has improved internal communication of the division’s capabilities, rallied team members around a common cause and aided in talent recruitment. The results have been so successful that Sunup is now a preferred partner for ongoing creative support.

Testimonial

“Sunup demonstrated deep expertise not just in branding but in understanding the complexities of the biotech industry. They synthesized diverse perspectives from across our organization into a cohesive brand identity that represents who we are. Their methodical yet creative process guided us smoothly from discovery through implementation. The result gave our team the differentiated identity we needed while maintaining alignment with our parent brand.”

Ayman Badwan
Manager, Program Access Resources,
Market Access