Mission House Creative


	Biovail Pharmaceuticals Biovail Corporation is a full-service pharmaceutical company engaged in the formulation, clinical testing, registration, manufacturing, sale and promotion of pharmaceutical products by utilizing advanced oral controlled-release and FlashDose technologies.

NEW PRODUCT LAUNCH CASE STUDY
Launch Hype - How to keep it going.
Biovail Pharmaceuticals leverages product launch momentum company-wide.

Objective

Biovail Pharmaceuticals launched its first “homegrown” product, Cardizem® LA on April 2, 2003. A milestone event for the growing company, this launch was much more than just the arrival of another new drug on the market. It was a significant advancement toward the company’s vision, and success in the market was critical.

Biovail recognized that market success would come from not only maximizing sales performance during and after the launch, but also by optimizing a supportive internal environment. With an impressive sales launch in Orlando already in development, facilities in numerous locations, FDA approvals still pending, and a rapid-growth company with no employee communications, a coordinated effort to generate enthusiasm company-wide was essential and challenging.

It was with this mission and message that Biovail asked Mission House Creative (MHC) to develop and execute an internal launch event as well as pre-event communications intended to build an unprecedented level of support and motivation right out of the gate.