Teva’s rebrand is taking another step forward with the debut of Life Effects, a website centered on patients living with different chronic conditions. The name is a play on traditional medicine concerns of drug side effects, but instead looks at the impact of chronic disease on people’s lives.
The website is launching first in the U.S. around four conditions—asthma, ADHD, depression and migraines—but Teva hopes to expand it to Europe and to more conditions.
“Life Effects is an ongoing connection with patients rather than a one-off campaign,” said Iris Beck-Codner, executive vice president at Teva for global brand and corporate communications. “We’re working with patient groups and contributors on an ongoing basis … to tap the knowledge and experience of patients themselves to bridge the information gap.”
Teva will drive people to the site through digital and social media—such as highly targeted Facebook paid promotions as well as through its accounts on LinkedIn, Twitter and Facebook—with the goal to raise more organic traffic over time, Beck-Codner said.
“This is not just pharma talking about pharma. It is us empowering people to take greater control over their health, definitely with our core, which is our product, but also with new additional elements which will hopefully become part of our proposition—information, tools and activities,” she said.
Teva undertook its first brand overhaul in its 115-year history early this year. The move was meant to present a unified identity spanning both the company's specialty and generic portfolios, while positioning the pharma as a trustworthy partner to patients, caregivers and healthcare professionals.
CEO Kåre Schultz, who joined Teva last fall, is leading the company on an ambitious plan to cut 14,000 jobs and shutter manufacturing plants with a target goal of $3 billion in cost savings by the end of next year.