BRAND BOOK
F. Hoffmann-La Roche Ltd
4070 Basel, Switzerland
MIRCERA Brand Book
1. Building MIRCERA Into a Global Brand . . . . . . . . . . . . . . . . . 1 4. Applications of Global Branding . . . . . . . . . . . . . . . . . . . . . . 45
The Promise of MIRCERA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Launch Advertisements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Building MIRCERA Into a Successful Global Brand . . . . . . . . . . . . . . . . 2 Launch Detail Aid . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Using These Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
What Makes a Successful Brand? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Branded Clinical Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
What Makes a Successful Pharmaceutical Brand? . . . . . . . . . . . . . . . . .5 Branded Training Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
The Value of a Brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5 Giveaways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
Brand Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 Panels and Signage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
Branding Personality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Core Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
5. Electronic Communication . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Crystalised Product Promise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
PowerPoint Slide Templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
Use of Colour in PowerPoint Presentations . . . . . . . . . . . . . . . . . . . . . . 63
2. Branding Hallmarks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Slide Format Colour Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64
Name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14 Slide Format White Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
Colours . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16 E-mail Template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68
Competitive Colour Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18
6. Messages and Brand Vocabulary . . . . . . . . . . . . . . . . . . . . . 71
Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20
Symbol . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28
Symbol as a Graphic Element . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30 7. ROCHE Logo Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83
Droplets as a Graphic Element . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34
8. Examples of Unacceptable Usage . . . . . . . . . . . . . . . . . . . . . 89
3. Illustrative Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 9. About These Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .95
Correction and Maintenance Line as a Graphic Element . . . . . . . . . 41
Applications of the Illustrative Style of MIRCERA . . . . . . . . . . . . . . . . 42
These branding guidelines are only for use by MIRCERA team
members throughout the world. Adherence to these branding
guidelines will ensure branding consistency with the global
marketing strategy.
MIRCERA is a registered trademark of Roche Pharmaceuticals.
Do not duplicate, distribute, or use in detailing. PowerPoint is a registered trademark of Microsoft Corporation.
Section 1:
Building MIRCERA Into a Global Brand
Into a Global Brand
Building MIRCERA
Section 1:
BUILDING MIRCERA INTO A GLOBAL BRAND
The Promise of MIRCERA Using These Guidelines
MIRCERA is an innovative treatment for anaemia that offers stable This manual is intended to standardise the elements of the
and sustained haemoglobin (Hb) levels with the added benefit of MIRCERA brand in order to bring the brand to life in the most
once-monthly dosing for all patients with chronic kidney disease informative, differentiating and unique way possible. The
(CKD). Anaemia—a consequence of CKD—normally develops following pages detail each of the components of the MIRCERA
early in the disease process, but it is commonly diagnosed and brand and how they should be used. These guidelines should
treated much later. Anaemia is considered a “risk-multiplier” that serve as your constant reference for establishing and
leads to other serious, sometimes fatal, complications. Thus, it is maintaining a consistent brand identity for MIRCERA.
vital that physicians and other healthcare providers view MIRCERA
Successful branding of MIRCERA ensures that its image and
in terms of its promise—an effective anaemia therapy for patients
messages reach targeted prescribers. Successful branding
with CKD with the added benefit of once-monthly dosing.
can be achieved when affiliates adopt a uniform approach
across all markets.
Building MIRCERA Into a
Successful Global Brand
The path to success for MIRCERA as a global brand lies in maintaining
a consistency regardless of where the brand appears globally.
The target audiences for MIRCERA are nephrologists, nephrology
nurses, patients, caregivers, advocacy groups, and other
members of the international nephrology community.
To attract the attention of treating physicians and healthcare
providers, the MIRCERA brand must be constructed to reach
them both emotionally and rationally.
This is accomplished by developing a guiding structure for the
brand that differentiates it from its competitors in a meaningful
and compelling manner. For MIRCERA, as with any successful
brand, the most essential structural guidance comes from brand
positioning, brand personality and core value.
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BUILDING MIRCERA INTO A GLOBAL BRAND
What Makes a What Makes a Successful
Successful Brand? Pharmaceutical Brand
A brand is a concise yet thorough distillation of a product’s identity. A successful pharmaceutical brand must be flexible, yet sustainable,
This identity is communicated via the product’s name, visual to address product challenges, changes in the marketplace
hallmarks, and the language used to describe the product. A brand and indication expansions. Establishing brand identity ensures
functions as the thread connecting all internal and external success as the brand evolves to include new indications for
impressions; it also links together all perceived emotional and new target audiences.
functional benefits. By design, a brand is successful when it
In the case of global brands, it is even more critical to ensure
establishes and continually reinforces a familiarity that is distinctive,
that a brand speaks with a common voice to all audiences and
differentiating, informative and enduring over time.
in all languages.
There are many successful brands in the consumer world.
Two notable examples are represented by the following icons:
The Value of a Brand
Each of these icons is simply designed and executed. Each has
While the MIRCERA brand is an intangible asset, it is potentially the
been successfully used for cultivating recognition and mass
truest and most accessible representation of the value of MIRCERA
appeal of the brands. Because the icons convey the feeling and
to patients and healthcare providers. It is more valuable than
spirit of the brand, their consistent application across a variety
traditional assets such as inventory, infrastructure, and equipment;
of messages has led to a global brand identity.
more valuable than intellectual property such as ideas and patents;
As consumer brands, the brands represented by the icons speak even more valuable than the human component of the product that
to a vast audience with diverse needs and desires. In contrast, a includes the intelligence, skill, integrity, motivation, collaboration
pharmaceutical brand addresses a restricted target audience that and goodwill of all the people who have partnered together to
demands a more specific brand presence. develop and launch MIRCERA. In brief, the MIRCERA brand is greater
than the sum of all the parts that were essential in its development.
4 Do not duplicate, distribute, or use in detailing.
BUILDING MIRCERA INTO A GLOBAL BRAND
Brand Positioning
Positioning refers to the place the brand should occupy in the While providing the same therapeutic benefit as previous agents,
physician’s mind, ie, how our audience is intended to perceive the greater efficiency of MIRCERA—as defined by its unique
MIRCERA. Brand positioning characterises the brand in rational molecular structure and mechanism of action that extends
terms. While physicians may not be consciously aware of the dosing intervals up to once-monthly maintenance—sets it apart
brand positioning as they become familiar with MIRCERA, the in the marketplace. This scientific approach is also less
positioning will inform, provide context and serve as the burdensome for those being treated, and allows physicians to
standard for presentation of all visible elements, including visual extend optimal care to all of their CKD anaemia patients.
hallmarks and language.
The positioning statement for MIRCERA is:
In chronic kidney disease, MIRCERA, with its unique receptor
interaction and long half-life, is the first continuous
erythropoietin receptor activator.
MIRCERA is the preferred treatment for anaemia because,
unlike with epoetin and darbepoetin alfa, physicians can
treat all patients in maintenance on a monthly regimen,
providing once-monthly Hb control. This elegant approach
to anaemia management gives patients the energy for
healthier everyday lifestyles while freeing healthcare
providers to focus on the other medical challenges of CKD.
The positioning focus of MIRCERA is:
Improved anaemia care, simplified—through innovative
high science.
This simple approach to anaemia management gives patients the
energy for healthier everyday lifestyles while freeing healthcare
providers to focus on the other medical challenges of CKD.
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BUILDING MIRCERA INTO A GLOBAL BRAND
Brand Personality
While positioning sets an ideal for what the brand aspires to be MIRCERA is Provocative because it dares to be different. It offers
in rational terms, brand personality reflects the brand in terms physicians and other healthcare providers a unique clinical
of personality attributes used to describe a person. The brand solution to an existing problem that will forever change the
personality provides the audience feeling about the brand. practice of anaemia management. The provocative aspect of the
The MIRCERA brand personality consists brand is reflected through our 4-droplet symbol that features
of 5 personality traits. one droplet in a contrasting color, highlighting the fact that
MIRCERA is: MIRCERA can be dosed once monthly.
• Ingenious MIRCERA is Visionary because it redefines anaemia
• Compassionate management for patients, physicians and other healthcare
• Provocative providers. The visionary aspect of the brand is reflected through
• Visionary the use of strong colors and a clean, sans serif typeface.
• Catalytic
MIRCERA is Catalytic because it is an agent that sets many positive
MIRCERA is Ingenious because it is the first in a new class of reactions into motion. These reactions take place in nephrology
agents called continuous erythropoietin receptor activators offices, in healthcare organisations and in patients’ bodies. The
with a distinct and unique interaction at the receptor that sets it catalytic aspect of the brand personality is realised through the
apart from its competitors. It binds, and dissociates from one perpetual motion depicted in the 4-droplet symbol of MIRCERA.
receptor; then repeats the process continuously on multiple
receptors without immediate degradation. By combining these unique attributes, MIRCERA becomes the
LIBERATOR—the one and only agent that releases physicians,
MIRCERA is Compassionate because its once-monthly healthcare providers and patients from the burden of traditional
administration affords physicians and other healthcare providers therapies, freeing them to improve care and embrace life.
more time to devote to the many needs of their patients with
CKD-related anaemia, and it frees patients from the burden of
frequent dosing, which is necessary due to Hb instability such as
cycling and fluctuation. The compassionate aspect of the brand is
reflected through the organic, symmetrical shape of the symbol.
8 Do not duplicate, distribute, or use in detailing.
BUILDING MIRCERA INTO A GLOBAL BRAND
Core Value Crystalised Product Promise
The core value is the brand’s ultimate promise capturing what A product’s crystalised product promise is the most condensed
the brand will be remembered for long after its time. The core written statement of what that product means for those who
value relates back to what is of value to the customer. Like the will use it.
brand positioning and brand personality, the core value is not The crystalised product promise for MIRCERA is:
intended to be stated. Instead, it should inform all promotional
and creative work that is done for MIRCERA. Continuous Activity. Targeted Stability.
The core value of MIRCERA is: This crystalised product promise appears in executions of the
MIRCERA logo lockup. As with any other brand element, the
A partnership to achieve more for optimal management and
crystalised product promise for MIRCERA should not be modified,
care of CKD patients with anaemia.
since consistent usage serves to reinforce the brand’s identity
over time. For this reason, the crystalised product promise
should always appear as it does above, in English, without being
edited or translated for regional markets. (Please see Examples
of Unacceptable Name Usage on page 89 of this manual
for more information.)
10 Do not duplicate, distribute, or use in detailing.
Section 2: Branding Hallmarks
Branding Hallmarks
Section 2:
BRANDING HALLMARKS
Branding Hallmarks: Name
The brand name MIRCERA should always appear in a non-italic,
The name MIRCERA is an acronym for Monthly Injections
all-capital letter format. This allows the use of italics for words
Realized (“MIR-“) and Continuous Erythropoietin Receptor
that act as descriptors for MIRCERA, such as once-monthly or
Activator (“-CERA”).
NEW, as in the following:
MIRCERA is a registered tradename. It is crucial that the name
• Once-monthly MIRCERA
MIRCERA only refers to MIRCERA itself and not to any similar or
associated product. A name can be protected from becoming a • once-monthly MIRCERA
generic and kept out of the public domain only if the trademark • NEW MIRCERA
owner consistently maintains exclusive rights over that name in
For examples of unacceptable brand usage, see pages 89–93
relation to the product.
of this manual.
To preserve the relationship to the product itself, the name
Registered symbol
MIRCERA should always appear in a way that is distinctive
In graphic treatments, including the logo cluster, MIRCERA
from surrounding type, and the following rules for usage
should always appear with the registered ® symbol. As long
should be maintained:
as the logo cluster appears on the page with the registered
• In text, the name MIRCERA should always appear in symbol, the registered symbol should not appear with the
all-capital letters name MIRCERA in non-logo text, since its status as a trademark
• In written communications, the name MIRCERA should be is communicated by consistent, all-capital letter usage.
uniquely associated with the product itself, and not with Generic name and generic descriptor usage
closely associated products such as self-injection devices The generic name for MIRCERA is methoxy polyethylene
or other delivery systems glycol-epoetin beta. Examples of the logo lockup with the generic
name appear on page 20 of this manual. Regulations regarding
• Use of pronouns such as “it” should be avoided to refer to
the use of the generic name with the brand name MIRCERA vary
the product
from country to country. Please check local regulatory guidelines
• The name MIRCERA should never be part of a hyphenated for correct use of the generic name in your country.
or compound word construction
• The name MIRCERA should never appear as a plural
• The name MIRCERA should never appear as a possessive
14 Do not duplicate, distribute, or use in detailing.
BRANDING HALLMARKS
Branding Hallmarks: Branding Hallmarks:
Colours Competitive Colour Palette
To maintain uniformity in the global branding of MIRCERA, the The colours below are recommended when representing
Pantone Matching System® (PMS), an internationally recognised competitors and other comparators in bar graphs, pie charts
standard for colour matching and printing, should be used. and other graphics.
The appearance of the MIRCERA colours may vary somewhat
depending on the paper stock or background. However, to ensure C : 10
C:0
global uniformity, please use the following Pantone® colours. M: 20 R : 202 M: 80 R : 186
Y : 60 G: 165 Y : 50 G: 59
The colours for MIRCERA are avant-garde purple (PMS 260) K : 20 B : 83 K : 10 B : 70
Aranesp® Procrit®/Epogen®
and courageous orange (PMS 1665), which synergistically (darbepoetin alfa) (epoetin alfa)
communicate a provocative, visionary, yet compassionate
entrant into anaemia management. C : 60 C :0
M: 0 R : 74 M : 40 R : 222
MIRCERA Purple Y : 30 G: 147 Y :0 G: 150
K : 20 B : 145 K : 10 B : 173
Eprex® NeoRecormon®
C: 66 R: 98 (epoetin alfa) (epoetin beta)
PMS 260 M: 100 G: 37
Y: 6 B: 103
K: 28 HTML: 622567
C :0 C : 30
M: 0 R : 143 M: 0 R : 131
Y:0 G: 143 Y : 55 G: 160
MIRCERA Orange K : 45 B : 143 K : 25 B : 98
Placebo ESAs
C: 0 R: 221
PMS 1665 M: 76 G: 72
Y: 100 B: 20
K: 0 HTML: DD4814 C : 50
M : 15 R : 114
Y :0 G : 154
K : 10 B : 198
General information
Pantone and Pantone Matching System are registered trademarks of Pantone, Inc. Aranesp is a registered trademark of Amgen Inc. Eprex is a registered
The colours shown throughout this document, except for actual PANTONE colour swatch trademark of Johnson & Johnson. NeoRecormon is a registered
sheets, are not intended to match the Pantone colour standards. For accurate Pantone trademark of F. Hoffmann-La Roche Ltd.
colour standards, refer to the most current Pantone formula guide.
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BRANDING HALLMARKS
Branding Hallmarks:
Typography
A typeface reflects the brand’s character and tone. The typeface
family for materials in support of MIRCERA is Myriad Pro. As an
alternative, the corresponding font weights found in Myriad may
also be used.
Headlines/Subheads Body Copy
Myriad Pro Black Myriad Pro Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ123 ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
4567890abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
~!@#$%^&*()_+{}|:”? ~!@#$%^&*()_+{}|:”?
Myriad Pro Italic
Myriad Pro Black Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234
abcdefghijklmnopqrstuvwxyz
567890abcdefghijklmnopqrstuvwxyz ~!@#$%^&*()_+{}|:”?
~!@#$%^&*()_+{}|:”?
Myriad Pro Bold Please see section 5: Electronic Communication for the alternative
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234 typeface to be used in Microsoft® Office programs, including
567890abcdefghijklmnopqrstuvwxyz PowerPoint® presentations, Excel®, Word® and Outlook®.
~!@#$%^&*()_+{}|:”?
Myriad Pro Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ12345
67890abcdefghijklmnopqrstuvwxyz
~!@#$%^&*()_+{}|:”?
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BRANDING HALLMARKS
Branding Hallmarks: Logo
The MIRCERA logo should be considered artwork and is not Launch Logo Cluster
to be typeset under any circumstances. This logo has been
thoughtfully crafted, reviewed and validated through market
research to communicate key elements of the MIRCERA brand.
As such, the MIRCERA logo should only be reproduced from the
electronic files provided. This logo may not be “set in” and is not
interchangeable with any standard typeface.
The logo cluster for MIRCERA consists of the
following elements:
• Typographical art of the brand MIRCERA followed by the
registered symbol ®
Post-Launch Logo Cluster
• The MIRCERA symbol, which consists of 4 droplets arranged in
a circular, clockwise pattern
• The typographical art of the generic name
• The MIRCERA crystalised product promise, “Continuous activity.
Targeted stability.”
At launch and after launch, a white background is preferred for
the logo cluster.
See “Special Logo Usage” section on page 26 for guidelines on
Please follow local regulatory guidelines for use of NEW at the time
using colour backgrounds.
of launch and post-launch. In addition, local Roche affiliates should
• MIRCERA Purple is used for the “MIR” portion of the trade name determine best use of the logo lockup with or without CPP and
and MIRCERA Orange is used for the “CERA” portion of the generic name based on requirements for their particular market.
trade name
The first and third logos above appear with the MIRCERA
• The left droplet in the symbol always follows the colour
crystalised product promise: Continuous activity. Targeted
treatment of “CERA” in the trade name
stability. In promotional print material pieces, such as the detail
• The registered symbol ® always follows the colour treatment aid, the logo cluster with the crystalised product promise should
of “CERA” in the trade name appear on each spread.
According to local regulatory requirements, at 6 or 12 months
after launch, the word “NEW” must be removed from the logo
cluster as shown here.
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BRANDING HALLMARKS
Logo Usage: PMS Logo Usage: Grayscale
This represents the preferred usage of the MIRCERA logo, on a The MIRCERA logo is never used in black or white type. If the
white background. Consistent use of this logo will help ensure logo is to be used in a black and white printed piece, use the
global uniformity. grayscale version shown below.
The logo may be reproduced in grayscale if the background is
less than 25% tonality and where contrast and legibility permit.
Logo Usage: 4-colour (CMYK)
When PMS colours cannot be used, due to printing or production
limitations, this 4-colour MIRCERA in CMYK logo may be used.
Logo Usage: Reversed Grayscale
The MIRCERA logo may be reproduced in reversed grayscale if
the background is over 50% tonality and where contrast and
legibility permit.
Logo Usage: RGB
In PowerPoint® presentations, electronic use and Web use, this
MIRCERA logo in RGB may be used. Note that colours are not
consistent from one monitor to another. To show colours with
the greatest accuracy, monitors should be set to their maximum
brightness. The use of the sRGB colour space on monitors is
also recommended.
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BRANDING HALLMARKS
Clear Zone Minimum Logo Size
The clear zone refers to the minimum amount of space around The minimum size at which the MIRCERA logo lockup can be
the logo that must remain free of any other text or visual reproduced in print with good quality has been determined
element. A clear space equal to the width of the “E” in the trade and is shown below. These dimensions are specified only for
name of the logo is required on all 4 sides of the logo cluster. use where a smaller version of the MIRCERA logo is required—
for example, on promotional items such as pens and small
To maintain visual balance, the clear zone spacing at the top and
notepads—and should not be used anywhere else.
right sides of the clear zone are slightly adjusted from that of the
bottom and left-side spacing.
The same clear zone should be applied with all logos including
logos with the generic name and CPP.
Launch Logo
The minimum size of the MIRCERA trade name, when scaled
down proportionally within the logo cluster, may not appear
any smaller than 28 mm. For applications of minimum logo
size usage, please see the “Giveaways” section of this
manual on page 58.
For access to this and other logos shown in this brand book,
go to the “Brand Room” in PIP on the Roche Intranet at:
http://cera.intranet.roche.com.
Post-launch logo
24 Do not duplicate, distribute, or use in detailing.
BRANDING HALLMARKS
Special Logo Usage Logo Usage
In addition to white backgrounds, the MIRCERA logo may In order to maintain the integrity of the brand through consistent
be used on a MIRCERA Purple background or a MIRCERA logo usage, please adhere to the following guidelines:
Orange background.
• Do not use the logo in text. Instead, set the brand name in
On coloured backgrounds, the “CERA” portion of the logo capital letters in the same font as surrounding copy and
and the corresponding left droplet always appear in white. include the generic name and registered symbol ® the first
Examples below provide approved logo use with these time the brand name is used on every document
coloured backgrounds:
• Do not alter the proportions, character spacing, typestyle,
On MIRCERA Purple background or character placement of the logo
• The logo should only appear on a background that is white or
MIRCERA purple or MIRCERA orange
• Do not combine the logo with a box, circle, triangle or other
graphic element. Use of the logo with such embellishment
alters the logo’s image and character and should therefore
be avoided
On MIRCERA Orange background
• Do not crowd or violate the live area around the logo
• Do not use the trade name in the possessive form
For examples of unacceptable brand usage, see pages 89–93
of this manual.
26 Do not duplicate, distribute, or use in detailing.
BRANDING HALLMARKS
Branding Hallmarks: Symbol
As the visual element of the MIRCERA logo, the graphic MIRCERA In international research, the MIRCERA symbol proved to be a
symbol depicting 4 rotating droplets is the most immediate successful visual counterpart to the story of MIRCERA on levels
communication of the promise of the MIRCERA brand. Every aspect that were both scientific and emotional. For physicians across
of this symbol has been carefully thought out and extensively cultures, the perpetual movement of the droplets conveyed
tested in international market research to ensure that it is an energy and spoke to the erythropoietic process and the body’s
accurate and compelling representation of the MIRCERA promise. potential for regeneration. Others interpreted the symbol’s
Symbol Attributes: motion and logical symmetry as representing the process of
scientific discovery and innovation. Overall, it reflects attributes
that are essential parts of the MIRCERA brand.
The following pages include guidelines on the appropriate uses
of the symbol and the droplets that make up the symbol.
The MIRCERA symbol consists of 4 droplets arranged so as to
convey perpetual movement and activity. The left droplet is a
different colour to depict once-monthly dosing, which is a
differentiating attribute of MIRCERA. The colour of the left
droplet always matches the colour of the “CERA” in the MIRCERA
logo, to connect once-monthly dosing to the meaning of “CERA”:
continuous erythropoietin receptor activator.
28 Do not duplicate, distribute, or use in detailing.
BRANDING HALLMARKS
Symbol as a Graphic Element
The MIRCERA symbol is an integral part of the MIRCERA logo,
but can also be used independently as a graphic element to
supplement the logo in successful branding.
On white backgrounds, the symbol is either given a solid-colour
treatment, or it is outlined with MIRCERA Orange (left droplet)
and MIRCERA Purple (3 remaining droplets). This graphic element
may be used individually or in conjunction with the MIRCERA
trade name graphic element.
The Symbol
On printed communications with coloured backgrounds, the
left droplet of the symbol always appears in white with the
3 remaining droplets appearing in:
• MIRCERA Purple (on MIRCERA Orange backgrounds)
• MIRCERA Orange (on MIRCERA Purple backgrounds)
Special use of a tinted symbol is recommended for use in certain
electronic formats, including PowerPoint® Internet and intranet
presentations templates. For optimal display, the tinted symbol
is not recommended for printed communications.
On white (outlined) On white (tinted)
Please see pages 89–93 of this manual for examples of
For PowerPoint® Only
unacceptable usage. MIRCERA Orange at 20% opacity
MIRCERA Purple at 15% opacity
On MIRCERA Purple On MIRCERA Orange
(outlined) (outlined)
30 Do not duplicate, distribute, or use in detailing.
BRANDING HALLMARKS
Symbol as a Graphic Element
To properly highlight the left droplet, usage of the symbol
Y
graphic element is limited to: “bleeding off” the right side of the
page, “bleeding off” the lower-right corner of a page or showing
the symbol in full. The symbol should never bleed off the left or
top edge of a page, nor should the bottom droplet ever bleed off
the bottom of the page without having the right droplet bleed
off the side of the page as well.
Y
SYMBOL SPACE
X X
Y
Edge alignment for box “X” Y = 25% of X
X
Trim area
Y
32 Do not duplicate, distribute, or use in detailing.
BRANDING HALLMARKS
Droplets as a Graphic Element
Each of the 4 droplets that make up the MIRCERA symbol may be Droplets
used separately as graphic elements. When using the droplets as The droplets were developed from the MIRCERA symbol and
a graphic element, they should be used according to the visual are used in the detail aid and other core launch campaign art
guidelines given on pages 28–35 herein, and adherence to the as a way to show the benefits that result from continuous
following guidelines should be maintained: erythropoietin receptor activation. Each droplet is devoted to
a particular brand benefit:
• Droplet size(s) may be increased or decreased proportionately
and cropped as they are on the borders of these pages, but they
may not be stretched or distorted, flipped, reversed, or used in
colours other than MIRCERA brand colours
• Colour guidelines restricting the application of tints (given
on page 16 of this manual) should be maintained when using
droplets as graphic elements
• An isolated droplet must always appear as positioned in the
symbol—for example, the orange droplet must always have
the rounded edge on the left and the point on the right
1st droplet 2nd droplet
• To feature one droplet alone, use the activation droplet a unique molecule unique receptor
interaction
(left droplet in symbol orange or reversed out in white)
Activation Droplet
For examples of unacceptable brand usage, see pages 89–93
of this manual. 3rd droplet 4th droplet
Hb stability maintained patient benefit
in tight target range
34 Do not duplicate, distribute, or use in detailing.
Section 3: Illustrative Style
Illustrative Style
Section 3:
ILLUSTRATIVE STYLE
Photography
The role of photography in the launch campaign is to
communicate the end benefit of MIRCERA for patients, giving
them the energy for everyday lifestyles. Photography should be
positive and depict patients in daily activities, with an emphasis
on personality and brand colour.
In the MIRCERA launch campaign, patient-focused photography
appears only within the frame of the final droplet as the end
benefit resulting from the MIRCERA story. Patient photography Mailbox Market
should never appear alone or as the singular focus of promotional Woman picking up Woman enjoying a trip
daily mail to the market
materials for launch. Instead, it should play a supportive role to
science-focused illustrative art, which is the dominant visual
element in all promotional materials at launch.
Photography library
Photos feature MIRCERA brand colours and depict subjects
engaged in positive daily activities. Subjects were chosen to
represent a diverse range of patients who typify the global
markets where MIRCERA is launching.
Park bench At home Soccer
Woman outside on a Woman taking care of Grandfather spending
park bench enjoying household chores quality time with his son
conversation and company and grandson
with her husband
Birdhouse Travel agent
Man engaged in a Man in a positive work
household project environment
38 Do not duplicate, distribute, or use in detailing.
ILLUSTRATIVE STYLE
Illustration
In addition to the activity photographs in the previous Correction and Maintenance Line as a Graphic Element
page, the following portraits may be cropped if needed An essential benefit offered by MIRCERA is a smooth and steady
and used in promotional and patient education pieces. rise in Hb (“correction”), followed by stable Hb levels maintained
in a tight target range (“maintenance”).
This correction and maintenance line is such an important
part of the story of MIRCERA that it has been integrated as
an ongoing motif in the detail aid and other core launch
campaign art.
Portrait: Female Patient Portrait: Male Patient
Usage rights
Images in the photography library above may be used without
permission, since Roche has unlimited global usage rights. Stock
photography may be purchased on a market-need basis.
However, Roche headquarters is not responsible for purchasing
of or reimbursement for stock photography purchases. Please
follow guidelines given in MIRCERA Global Approval Process on
page 96 of this manual for review and approval of any material
using purchased photography or images.
40 Do not duplicate, distribute, or use in detailing.
ILLUSTRATIVE STYLE
Applications of the Illustrative
Style of MIRCERA
1st droplet—A continuous activation 3rd droplet—Hb stability
The unique MIRCERA molecule is the essential element in the As the visual counterpart to “stable and sustained Hb levels,”
science of MIRCERA, so it is displayed prominently in core launch this third droplet features a maintenance graph. Hb is shown
campaign art. Market research revealed that, as an unfamiliar within a desired target range that is familiar to physicians who
image, the molecule can be misunderstood if it is not labeled, treat patients with anaemia. This graphic is a key element in
so the first appearance of the molecule should be accompanied explanations of efficacy.
by the words “continuous activation” in a title or caption.
4th droplet—Patient benefit
2nd droplet—Unique receptor interaction The fourth droplet features a patient enjoying an everyday
The molecule is shown within the context of a cell wall with activity to visually communicate the end benefit offered by
receptor proteins. Continuous receptor activation is depicted MIRCERA—the benefit to patients who may resume daily
through use of light where the molecule interacts with the receptor. activities as a result of treatment with MIRCERA.
42 Do not duplicate, distribute, or use in detailing.
Section 4: Applications of Global Branding
Applications of Global Branding
Section 4:
APPLICATIONS OF GLOBAL BRANDING
Launch Advertisements
The launch advertisements bring together all elements of the Single page
core launch campaign—the correction and maintenance line, A horizontal, single-page version of this advertisement
MIRCERA droplets and core imagery. They were developed and is also available. See art files.
tested extensively to tell the story of MIRCERA at a single glance.
These executions feature the MIRCERA molecule framed by an NOW AVAILABLE
FOR CKD-RELATED ANAEMIA
illuminated droplet, leading along a correction and maintenance
line to droplets featuring continuous erythropoietin receptor
activation, Hb stability and patient benefit.
Spread
ONCE-MONTHLY MAINTENANCE FOR ALL PATIENTS 1–3
NOW AVA I L A B L E FOR CKD-RELATED ANAEMIA
ONCE-MONTHLY MAINTENANCE FOR ALL PATIENTS 1-3
Introducing a new molecule for continuous activation1,4,5
Brief Prescribing Information
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
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Introducing a new molecule for continuous activation1,4,5 eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem
blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquipminim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquipeuismod
ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim
quivel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissimqui blandit praesent luptatum zzril delenit
augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer
blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquipminim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquipeuismod
nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit W, Locatelli F, Ryckelynck J-P, et al. Once-monthly subcutaneous C.E.R.A. maintains stable control in patients
blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
Brief Prescribing Information lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio with chronic kidney disease on dialysis directly converted from epoetin one to three times weekly. Clin aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquipminim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquipeuismod
ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem J Amer Soc Nephrol. [In press]. 4. Jarsch M, Brandt M, Haselbeck A. Consumption of C.E.R.A. and epoetin
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor ipsum dolor sit amet, consectetuer adipiscing elit, sed diam wisi enim ad minim veniam, quis nostrud ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut beta in cellular assay: UT-7 consumption model. Presented at American Society of Hematology (ASH) ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim quit.
in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation 48th Meeting, December 9–12, 2006; Orlando, FL. 5. Jarsch M, Lanzendörfer M, Brandt M, Haselbeck A.
eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor Different receptor binding kinetics of C.E.R.A. compared with epoetin beta determined by surface References:
te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis in hendrerit in vulputate. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie plasmon resonance and competition binding assay in cultured UT-7 cells. Am J Nephrol. [In press].
nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, dolore te feugait nulla facilisi.vel accumsan et iusto odio dignissim qui blandit praesent luptatum zzril consequat, vel illum at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatuat vero 1. MIRCERA® Summary of Product Characteristics. F. Hoffmann-La Roche Ltd, 2007. 2. Levin NW, Fishbane S, Valdés Cañedo F, et al. Once-monthly intravenous C.E.R.A. maintains stable control of hemoglobin
quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis
autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu
delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing
elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi
eros et accumsan et iusto odio dignissim qui blandit praesent luptatudolore eu feugiat nulla facilisis at
vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum.
in patients with chronic kidney disease receiving dialysis. Kidney Int. [In press]. 3. Sulowicz W, Locatelli F, Ryckelynck J-P, et al. Once-monthly subcutaneous C.E.R.A. maintains stable Hb control in patients with
feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea chronic kidney disease on dialysis directly converted from epoetin one to three times weekly. Clin J Amer Soc Nephrol. [In press]. 4. Jarsch M, Brandt M, Haselbeck A. Consumption of C.E.R.A. and epoetin beta in
delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie References:
congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui 1. MIRCERA® Summary of Product Characteristics. F. Hoffmann-La Roche Ltd, 2007. 2. Levin NW, cellular assay: UT-7 consumption model. Presented at American Society of Hematology (ASH) 48th Meeting, December 9–12, 2006; Orlando, FL. 5. Jarsch M, Lanzendörfer M, Brandt M, Haselbeck A. Different
consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.dolore magna aliquam Fishbane S, Valdés Cañedo F, et al. Once-monthly intravenous C.E.R.A. maintains stable control of
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis hemoglobin in patients with chronic kidney disease receiving dialysis. Kidney Int. [In press]. 3. Sulowicz F. Hoffmann-La Roche Ltd 4070 Basel, Switzerland receptor binding kinetics of C.E.R.A. compared with epoetin beta determined by surface plasmon resonance and competition binding assay in cultured UT-7 cells. Am J Nephrol. [In press].
F. Hoffmann-La Roche Ltd 4070 Basel, Switzerland
These images are intended as visual guidance only—
Please do not use as final content. These images are intended as visual guidance only—
Please do not use as final content.
46 Do not duplicate, distribute, or use in detailing.
APPLICATIONS OF GLOBAL BRANDING
Launch Detail Aid
The Launch Detail Aid was developed for use by Roche Cover
representatives who will be calling on physicians to introduce The cover announces NEW MIRCERA for patients with
them to the benefits of MIRCERA. The Launch Detail Aid is CKD-related anaemia. The cover features the MIRCERA molecule
intended to support representatives’ verbal presentations. It inside a droplet. The droplet is illuminated, and the molecule
contains market-tested messages, charts, graphs, data, efficacy is surrounded by orbitals of energy to convey an innovative
and safety information. mechanism of action (MOA)—continuous erythropoietin
receptor activation.
The recommended template for the Global Launch Detail Aid
shown here is given with a MIRCERA purple background.
NOW AVAILABLE FOR
White-background options of scientific spreads of the Launch CKD-RELATED ANAEMIA,
Detail Aid are also available for use in certain markets if legal, THE INNOVATION OF…
regulatory, and cultural issues arise. Please see page 53 for
examples and guidelines on using white-background executions
of these spreads.
These images are intended as visual guidance only—
Please do not use as final content.
48 Do not duplicate, distribute, or use in detailing.
APPLICATIONS OF GLOBAL BRANDING
Inside spread
Bringing together all launch elements including the Hb correction
and maintenance line and the MIRCERA droplets, the inside
spread features the molecule in a state of continuous activation,
followed by an Hb stability line, and a patient with an improved
quality of life. Each of these images appears along a stylised
correction and stability line, and each is framed by 1 of the 4
droplets that makes up the MIRCERA symbol. Captions appear
under each droplet to add clarity about the benefit shown.
ONCE-MONTHLY MAINTENANCE FOR ALL PATIENTS1-4
CONTINUOUS RECEPTOR ACTIVATION 1,5,6 Hb STABILITY 2,3 HELPS IMPROVE PATIENT CARE 2,3
These images are intended as visual guidance only—
Please do not use as final content.
50 Do not duplicate, distribute, or use in detailing.
APPLICATIONS OF GLOBAL BRANDING
Recommended Spreads (Purple Background) Spreads (White Background)
The standard template for the Global Launch Detail Aid, If local rules, regulations or cultural associations hinder
recommended where permitted in markets worldwide, the use of a purple background, the white-background
is the purple-background version shown below. version shown below is available.
MIRCERA—unique receptor interaction MIRCERA has the longest half-life MIRCERA—unique receptor interaction MIRCERA has the longest half-life
MOA/PK
MOA/PK
and longer half-life allows for sustained of all ESAs and longer half-life allows for sustained of all ESAs
predictable anaemia management1,3,5,6 predictable anaemia management1,3,5,6
...Up to 6 times longer than darbepoetin alfa1,6 ...Up to 6 times longer than darbepoetin alfa1,6
The first and only continuous erythropoietin The first and only continuous erythropoietin
receptor activator1,5 IV half-life of ESAs1,7-9 receptor activator1,5 IV half-life of ESAs1,7-9
1,6
First approved chemically synthesised erythropoiesis-stimulating agent (ESA)1,6 First approved chemically synthesised erythropoiesis-stimulating agent (ESA)
MIRCERA 134 MIRCERA 134
Treats anaemia by continuously activating the erythropoietin receptor1,5 Treats anaemia by continuously activating the erythropoietin receptor1,5
Yields predictable and stable Hb levels in target range3 Yields predictable and stable Hb levels in target range3
darbepoetin
darbepoetin
alfa 21 alfa 21
6,*
MIRCERA acts differently at the receptor level 6,*
MIRCERA acts differently at the receptor level
epoetin beta 12 epoetin beta 12
epoetin alfa 5 epoetin alfa 5
0 24 48 72 96 120 144 0 24 48 72 96 120 144
IV half-life in hours IV half-life in hours
The half-life of MIRCERA is equivalent following IV or SC administration1 The half-life of MIRCERA is equivalent following IV or SC administration1
Reduced affinity for the receptor allows continuous stimulation5,6 Reduced affinity for the receptor allows continuous stimulation5,6
Continuous activation more closely mimics the body’s physiologic processes6 Continuous activation more closely mimics the body’s physiologic processes6
Please see Summary of Product Characteristics. Please see Summary of Product Characteristics.
* Compared to epoetin. * Compared to epoetin.
2 3 2 3
Proven high success rate in correction MIRCERA delivers the confidence of a Proven high success rate in correction MIRCERA delivers the confidence of a
MIRCERA achieved target Hb levels in up to smooth and steady rise in Hb levels10 smooth and steady rise in Hb levels10
MIRCERA achieved target Hb levels in up to
97.5% of patients1,10 10
97.5% of patients1,10
Mean Hb during correction phase Mean Hb during correction phase10
15
15
n= 324
n= 162
n= 324
n= 162
MIRCERA response rate in correction9,* 14
MIRCERA response rate in correction9,* 14
13
13
12
12
11
11
10
10
darbepoetin alfa
n=162 9
darbepoetin alfa
MIRCERA n=162 9
CORRECTION
97.5%
MIRCERA
CORRECTION
8
BL 4 8 12
Weeks
16 20 24
97.5% 8
BL 4 8 12
Weeks
16 20 24
Fewer patients exceeded Hb level of 13 g/dL Fewer patients exceeded Hb level of 13 g/dL
Comparable results achieved in dialysis patients treated with IV MIRCERA (n=181)
during correction with MIRCERA10 during correction with MIRCERA10
Comparable results achieved in dialysis patients treated with IV MIRCERA (n=181)
—response rate 93.3%11 —response rate 93.3%11
Patients with at least 1 Hb excursion >13 g/dL Patients with at least 1 Hb excursion >13 g/dL
In correction studies, MIRCERA was dosed every 2 weeks10,11 during first 8 weeks of treatment10 In correction studies, MIRCERA was dosed every 2 weeks10,11 during first 8 weeks of treatment10
P13 g/dL) in the first 8 weeks of treatment, versus only 12% of
patients receiving MIRCERA
Ancillary message (maintenance):
• Stable and sustained Hb levels with once-monthly MIRCERA
in all patients
74 Do not duplicate, distribute, or use in detailing.
MESSAGES AND BRAND VOCABULARY
Messages from the 3 supportive categories
Dosing Value
Umbrella: MIRCERA provides predictable Hb stability with Umbrella: Once-monthly MIRCERA provides efficiencies to you,
once-monthly dosing your renal care settings and your patients
Ancillary message: Ancillary messages:
• Once-monthly MIRCERA is effective in maintaining haemoglobin • No refrigeration necessary for 1 month
levels regardless of route of administration—at the same IV or
• Remarkably fewer injections vs shorter-acting ESAs
SC dose
• For your nurses and administrators, once-monthly MIRCERA
allows more time to devote to other patient needs
Patient outcomes
• MIRCERA maintains stable Hb levels with as few as 12 injections
Umbrella: Effective anaemia management improves per year
long-term patient outcomes These messages are intended to cover the key benefits MIRCERA
offers physicians and patients, but these messages are not meant
Ancillary messages:
to be an exhaustive resource.
• Stable Hb levels in target range are associated with a decreased
risk for hospitalisation, mortality and cardiovascular disease
• Patients treated with MIRCERA showed significantly greater
improvement in patient energy and functional capacity
76 Do not duplicate, distribute, or use in detailing.
MESSAGES AND BRAND VOCABULARY
MIRCERA Brand Vocabulary MIRCERA®* Global Brand Vocabulary
Topic Recommended Language Non-recommended Language
The objective of the MIRCERA Brand Vocabulary is to create a
Name
proprietary language that is consistent across all forms of Brand Name (chemical name) MIRCERA® Use of MIRCERA and C.E.R.A.
(methoxy polyethylene glycol-epoetin beta) together in same context is not
communication and that is uniquely and immediately associated allowed: MIRCERA (C.E.R.A.)
MIRCERA, a continuous erythropoietin Neither C.E.R.A. nor spelled out
with the name MIRCERA. Through use of highly standardised and receptor activator version may be placed in parentheses
or brackets: MIRCERA (Continuous
consistent language, the brand vocabulary also continually Erythropoietin Receptor Activator)
In publications: If the name ‘MIRCERA’ cannot be used in a
confirms a connection between MIRCERA and a certain set of publication, then use ‘C.E.R.A.’ In the title, use only
‘C.E.R.A.’, without ‘continuous erythropoietin
positive product attributes. receptor activator.’ The 1st time C.E.R.A. is used in
the body text, C.E.R.A. must be accompanied by
“is a continuous erythropoietin receptor activator”
or “a continuous erythropoietin receptor activator”.
MIRCERA CPP Continuous Activity. Targeted Stability. No translation of CPP allowed
Competitive Agents
Traditional ESAs/short-acting Anti-anaemia agents
Shorter-acting ESAs
Frequently dosed ESAs
Biosimilars Biogenerics
Note: When describing a competitive agent, use its full
generic name. Never use competitive brand names
or shortcuts (eg, EPO).
Conversion
Conversion dose categories Conversion factor
Direct conversion
Successful conversion
Note: The word “switch” should be limited to use for
journalists and should always be accompanied by
the word “conversion”
Correction
Correction Treatment
Achieved predictable Hb levels
Smooth and steady rise of haemoglobin
ESA-naïve patients Epoetin-naïve patients
Once every 2 weeks correction in all CKD patients q2w
Disease
CKD-related anaemia Chronic renal failure (CRF)
Patients with CKD on dialysis (Stage 5)
Patients with CKD not on dialysis (Stages 1-4) Pre-dialysis, not yet on dialysis
Dosing Regimen
Once-monthly dosing Once every 4 weeks
Q4W, Q2W (only to describe study
design/methodology)
As few as 12 injections per year
Half-life
Longest half-life of all ESAs Extended half-life, prolonged half-life
Up to 6 times longer half-life than darbepoetin alfa
Equivalent half-life following IV or SC
administration (~130 h)
*Name approved by EMEA; pending approval from USAN. 1 CONFIDENTIAL — FOR INTERNAL USE ONLY
78 Do not duplicate, distribute, or use in detailing.
MESSAGES AND BRAND VOCABULARY
MIRCERA®* Global Brand Vocabulary Phase III Trials
MIRCERA®* Global Brand Vocabulary
Topic Recommended Language Non-recommended Language Correction trial with C.E.R.A. given IV 1X every 2 weeks “AMICUS (friend, comrade)
BA16736 and 1X every 4 weeks in dialysis patients vs epoetin for AnaeMIa Correction and
Maintenance sUStained maintenance in dialysis”
Maintains stable Hb levels within target range Correction trial with C.E.R.A. given SC 1X every 2 weeks “ARCTOS (northern; at the top)
with once-monthly dosing and 1X every 4 weeks vs darbepoetin alfa Administration of C.E.R.A. in CKD
BA16738
Maintains stable Hb levels with the same IV or patients to treat anaemia with a
SC dose Twice-mOnthly Schedule”
Maintains stable Hb levels regardless of patient Maintenance trial with C.E.R.A. given IV 1X every “MAXIMA (excels; exceeding to
age, gender, race, CKD stage or comorbidities 2 weeks and 1X every 4 weeks in dialysis patients the highest degree) Maintenance
BA16739
Mechanism of Action (MOA) vs epoetin of hAemoglobin eXcels with
Continuous receptor activation IV adMinistration of C.E.R.A.”
Acts differently at the receptor level Unique interaction at receptor level Maintenance trial with C.E.R.A. given SC 1X every “PROTOS (first) Patients Receiving
BA16740 2 weeks and 1X every 4 weeks in dialysis patients C.E.R.A. Once a month for the
Closely mimics the body’s control of red blood
vs epoetin mainTenance Of Stable haemoglobin”
cell production
Molecule Maintenance trial with C.E.R.A. given IV 1X every “STRIATA (striped lines such as
2 weeks in dialysis patients vs darbepoetin alfa guideline ranges) Stabilizing
C.E.R.A., a continuous erythropoietin Capitalisation of first letter is not BA17283 haemoglobin TaRgets in dialysis
receptor activator allowed: Continuous Erythropoietin following IV C.E.R.A. Treatment
Receptor Activator of Anaemia”
First chemically synthesised ESA C.E.R.A. in parentheses or brackets is
Maintenance trial with C.E.R.A. given by prefilled “RUBRA (red, energy colour)
not allowed: (C.E.R.A.)
BA17284 syringe (PFS) 1X every 2 weeks in dialysis patients TaRgeting sUstained haemogloBin
First of a new class CERA (without periods) is not allowed vs epoetin in dialysis with IV and SC C.E.R.A.
Methoxy polyethylene glycol-epoetin beta Administration”
Functionally and structurally unique Follow-on product IV C.E.R.A. vs darbepoetin alfa administered at extended “PATRONUS (benefactor and a
Next-generation BH17847 dosing intervals for Hb maintenance in dialysis patients protector) comPArator sTudy of
epoetin/NeoRecormon C.E.R.A. and darbepOetin alfa in
patieNts Undergoing dialysiS”
Non-inferiority
At least as effective as Glossary of Key Terms
Patient Outcomes
Correction Treatment phase in which an ESA is administered to bring Hb levels to within target range
Improves energy and functional capacity Energy to make a difference
(CPP NeoRecormon) Conversion Ability to convert previously treated patients directly to once-monthly MIRCERA from a more frequent dosing
schedule while maintaining stable Hb levels
Safety
Safety comparable to shorter-acting ESAs Maintenance Phase of ESA treatment after correction in which the goal is to maintain stable Hb levels within target range
Adverse events typical for this patient population “Non-inferiority” A non-inferiority clinical trial shows that a new treatment is at least as effective as the standard treatment in terms
Smooth and steady rise of haemoglobin of the end point measured, such as efficacy, when the new agent differs fundamentally from the comparator
(in correction)
Hb Stability Hb levels stay within a defined target range
Stability
Hb stability Once-monthly 1. Effective in all patients with CKD-related anaemia (patients on dialysis and not on dialysis regardless of age,
gender or comorbidities)
Targeted stability
2. Ability to convert directly and successfully to a once-monthly regimen regardless of previous ESA
Value dosing frequency
Allows more time to focus on other patient needs 3. All patients can use once-monthly administration without stepwise progression of dosing interval or loss
of Hb stability
Less risk of needlestick injury
As few as 12 injections per year
Fewer dose adjustments per year than
traditional ESAs
No refrigeration up to 1 month. Once removed
from refrigeration, MIRCERA must be used
within 30 days or discarded.
Variability
Hb cycling Overshoots
Hb fluctuations
Hb variability
*Name approved by EMEA; pending approval from USAN. 2 CONFIDENTIAL — FOR INTERNAL USE ONLY *Name approved by EMEA; pending approval from USAN. 3 CONFIDENTIAL — FOR INTERNAL USE ONLY
80 Do not duplicate, distribute, or use in detailing.
Section 7: ROCHE Logo Guidelines
ROCHE Logo Guidelines
Section 7:
ROCHE LOGO GUIDELINES
Roche Logo
The Roche logo is the most important and visually prominent When reproducing the Roche logo, it is important to maintain the
element of the company’s corporate identity. As a design proportions and spacing of the characters. Any deviation would
element, the Roche logo must never be altered. Use the Roche weaken the global graphic image and therefore should be avoided.
logo exactly as it appears in this guide and as it appears in the
Roche logo is art—it is not to be typeset.
Roche Design Guidelines sections on logo usage.
The Roche logo is uniquely designed typographical art and
Roche Hexagon Guidelines
should be reproduced only from the electronic artwork as
provided. This logo cannot be “set in” and is not interchangeable
with any standard typeface.
The hexagon and logotype within form an integral whole
and must never be used separately or in combination with
other elements.
• The Roche hexagon should be used in the upper right corner
of the page, or the bottom right corner when it appears with
an address (eg, stationery), and never centred on the page
— Please refer to the Roche Design Guidelines for exceptions
to this guideline
• Scale artwork proportionately
• Minimum height of the Roche hexagon is 6.4 mm or 1⁄4"
• The Roche logo should not be altered or recreated
84 Do not duplicate, distribute, or use in detailing.
ROCHE LOGO GUIDELINES
Roche Logo Colour Specifications Area of Isolation
There are 3 colour options for use with the Roche logo. The minimum clear space that must be maintained between the
logo and any surrounding elements is “X” (equal to the height of
The Roche name and hexagon can be used independently in
logo). On stationery, the distance is “Z” (equal to 1.3 times the
Roche Blue (PMS 300), black or white on a dark background.
height of the logo).
For comprehensive guidelines on appropriate use of the
Roche logo, refer to the Roche Design Guidelines.
X X
X
X X
Z Z = 1 1/3 X
Z Z
Comprehensive guidelines on appropriate use of the Roche logo
and Roche corporate design appear in Roche Design Guidelines,
which may be accessed at http://corporate-design.roche.com
86 Do not duplicate, distribute, or use in detailing.
Section 8: Examples of Unacceptable Usage
Unacceptable Usage
Examples of
Section 8:
EXAMPLES OF UNACCEPTABLE USAGE
Examples of unacceptable name usage Examples of unacceptable logo usage:
Incorrect capitalization MIRCERA name not to
appear as possessive The logo can never be distorted in Do not rearrange the position of the
any fashion that changes its shape. symbol from its approved placement in
relation to the trade name.
MIRCERA name not to MIRCERA name not to appear
appear as plural in compound or
hyphenated construction
In the symbol, the left droplet that is Never put a circle, box or other graphic
closest to “CERA” must always follow element around the logo that cuts into
the same colour treatment as “CERA” the clear zone.
within the trade name.
The logo can never appear in colours Do not try to replicate the logo with
other than those specified in this other fonts.
manual.
90 Do not duplicate, distribute, or use in detailing.
EXAMPLES OF UNACCEPTABLE USAGE
Examples of unacceptable logo-lockup usage Examples of incorrect droplet design:
NEW
Continuous activity. Targeted stability.
Incorrect clear space Incorrect placement of CPP
and generic name Distorted Droplet flipped
NEW NEW
Continuous activity. Targeted stability.
methoxy polyethylene glycol-epoetin beta Activité continue. Stabillité bien ciblé.
Colours reversed Incorrect brand colours
Reversed CPP and generic name CPP should not be translated from
English for the logo lockup
Droplets flipped
92 Do not duplicate, distribute, or use in detailing.
Section 9: About These Guidelines
About These Guidelines
Section 9:
ABOUT THESE GUIDELINES
About These Guidelines
Images and graphics presented herein are available electronically.
To download, go to the Brand Room on the MIRCERA intranet:
http://cera.intranet.roche.com. Situations may arise that
necessitate deviations from these guidelines. Please contact the
international product manager or business leader at Roche
Headquarters for approval.
96 Do not duplicate, distribute, or use in detailing.