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Creating a new remedy for an infection that kills up to 20,000 people every year in the US alone


And you thought regular diarrhea was bad. Imagine having it so badly that it kills you. Welcome to the not-so-wonderful world of Clostridium difficile. This gastro-intestinal nightmare results from use of antibiotics and has a death toll that eclipses even HIV. Spyglass client Rebiotix is poised to change that. Their non-antibiotic treatment is > 90% effective, based on preliminary clinical data and features the most convenient patient delivery system developed to date. It has also gained fast track FDA status, so it will likely be offered at hospitals near you sooner than you think.

Poop in the news. It seems like you can’t open a newsfeed without bumping into an article about poop therapy. Rebiotix has taken the once inconvenient process of Fecal Microbiota Transplantation (FMT) to the next level with its microbiota restoration therapy (a more palatable name in medical circles). Doctors now know this treatment is one of the most effective ways yet to restore gut health and save lives. Do a Google search on microbiota therapy (and poop) and you’ll quickly see this is medicine’s newest frontier and possibly the breakthrough doctors have been looking for to solve other chronic conditions as far ranging as Ulcerative Colitis and obesity.

New product or a new category entirely? When Lee Jones and her team of veteran Twin Cities entrepreneurs (Mike Berman, Erwin Kelen, William McGuire) approached us to help them with their naming and branding, we took a hard look at the medical market space they would be selling into. We realized that, given the huge marketplace opportunity, the competition would be hot on their heels. So as a first-of-its-kind treatment delivery system we needed to not only invent a new category, but be able to own it and defend our turf. Prebiotics, probiotics and antibiotics all exist. We thought, “Why not Rebiotics?” This was exciting new territory, so why not own the treatment and be the undisputed category champ? Become the Kleenex (or in this case, White Cloud) of clostridium difficile therapy—one that will save thousands of lives annually. Oh, what a relief it will be to say, “Rebiotix me, doc!” Be the verb for the cure. And that’s precisely where we landed. We couldn’t be more thrilled for Lee and her team. Clearly, there are big things ahead for Rebiotix.

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Tags: Brand FastForward, Branding, New Category, Rebiotix
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2013 Aura Holiday Party Photos


The Aura holiday party photos are here! Check them out on Facebook.

Our 2013 shindig kept the tradition on a fevered pace and the good times rolling. Way to go, all you beautiful people.

Viva la 2014! Happy holidays to all. We look forward to working with you in the New Year.

Back slaps and high fives
— Your friends at Spyglass

Tags: Aura, Holiday Party
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