Date
2016
Core Focus
New Indication
Digital Visual Aid
Envisioning Erosion
The Ask
Data is the gold standard for reaching doctors, but how do you stand out when your competitors have the same or more recent data?
You tell a better, more emotional story.
The Answer
For Humira RA's "Envisioning Erosion" campaign, we threw out the standard "data-first" deck. When a rep sat down with a doctor to look at the iPad app, we didn't lead with charts. We started with an emotional gut-punch:
"What would happen if Rheumatoid Arthritis were not treated in time?"
