Genentech
A new therapy option so MS patients can have fewer maybes
Brief
Genentech was entering the MS market for the first time against Biogen, which had a significant market share, with six products in the market and decades of established patient and HCP relationships. The digital campaign and associated social media community were designed to help the brand breakthrough to patients already on MS therapy and influence the prescribing decisions of their health support team.
Services
- Digital strategy
- UX design
- Visual design
Deliverables
- Patient product website
- Social campaign
- Design system
- Built on AEM
Approach
The primary goal of the OCREVUS digital campaign was to rise above the crowded MS market, particularly with entrenched neurologist prescribers. Inspirational patient stories, impressive clinical data, and aspirational messaging provided the backdrop for a radical new therapy option for patients suffering from the disease.
The core campaign promise of “Have fewer maybes with OCREVUS” was pulled through from the print brand campaign—featuring product information and unique clinical experiences through authentic lifestyle and inspirational content. Using an infographic style to bring the focus on OCREVUS’ product benefits made it easier to differentiate from other branded MS content.
Research showed that the brand had to engage in channels where people with MS were looking for new treatment options. With momentum already built by MS Voice, extending the OCREVUS digital campaign into Genentech’s first branded Facebook community was a strategically sound way to continue building awareness and trust.
Rounding out the social mix, YouTube hosted patient and physician videos that explored the treatment journey in greater depth and explained how to set patients and their care teams up for success once they were on therapy.
