The re-write stories campaign aimed to change the conversation around treatment of severe Crohn's disease. This meant developing an engaging disease awareness campaign to communicate the unmet needs of patients.
The product was launching in a crowded market with many other treatment options available. As a result, the pre-launch campaign needed to have a clear strategy and positioning to be successful across all EMEA regions.
To ensure the campaign stood out in the market we developed an engaging creative campaign, which challenged patients to re-write their Crohn's story. The work included:
There was a positive uptake of pre-launch materials from local markets across the EMEA region. The campaign was also shortlisted for a PM Society Award in the hotly contested Advertising and Campaign category.
More than 80% of healthcare professionals rated the campaign as "patient focused, clear and straightforward."
The work is an example of what I would consider an outstanding creative campaign. It got good feedback from physicians who said the campaign was patient focused, clear and straightforward. The core message spoke to a clear unmet need, and this is something that we find resonates strongly with physicians in immunology.
MARKETING LEAD FOR IMMUNOLOGY
Blue Latitude Health | 12th July 2017
Blue Latitude Health interviews Mohamed Helal, Marketing Lead for Immunology IBVT at EMEA level at Janssen, to find out his view on what an exceptional creative campaign looks like when working at regional level.
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