A Conversation with Susan Rodriguez

“I worked with them for four years. Of all the agencies I have worked with, HBG by far has the best blend of strategic thinking, creative execution ability, and collaborative process where they become more proficient in your business than you are!”

Abbott Renal Care, a division of Abbott Laboratories, is the manufacturer and distributor of Zemplar®, a Vitamin D analog for patients with Chronic Kidney Disease. In 2005, Abbott Renal Care launched a Capsules formulation of its market-leading IV drug to a larger patient population. Through the development of a rallying cry and creative “theme” for its national sales meeting — including the creation of a sales training strategy and materials — HBG helped Abbott to motivate its sales force to think differently about the drug and sales process.

How has HBG contributed to the growth of your business?

HBG was a key strategic partner to the Zemplar Business Unit, and a key contributor to the commercial success we had with Zemplar — with their innovative marketing programs and creative execution of key concepts that positioned Zemplar very effectively vs. competitors.

We faced many unique challenges with Zemplar, and they consistently came up with innovative approaches to handle these challenges, above and beyond the blocking and tackling marketing materials (which they do very well as well!)

How do you find the experience of partnering with HBG different from other ‘agencies’ within the communications sector?

HBG’s experience and capabilities create a broad bandwidth of ability to deliver business-to-business strategies, as well as highly technical clinical strategies and effective emotionally based patient strategies — and we needed all of it!

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