AZTEC88 Platform Game Online x Ben Hewett–Genentech OCREVUS Case Study

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.

Details

Patient product website
Social media campaign
Design system
Built on AEM

Role

Digital strategy
Content strategy
UX and creative direction

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.

OCREVUS Patient Website Patient Information

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.

Results

The OCREVUS launch marked the first branded product social media campaign in Genentech’s history. Over the first two months, the website received 144k patient site page views, including 13k views to the critical “Talk to Your Doctor” page, more than 5k social followers, and thousands of database registrants. In its second year on the market, OCREVUS became a blockbuster drug with 4B in sales. Now a part of the MS conversation, OCREVUS was able to demonstrate its commitment to the MS community and empower people living with the disease to take control of their health.

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AZTEC88 PLATFORM GAME ONLINE

AZTEC88 PLATFORM GAME ONLINE — Genentech

A new therapy option so MS patients can have fewer maybes

Brief

Approach

Results