Finalist
Transforming the Course of Multiple Sclerosis: Excellence in Integrated Brand Communications
Summary of work
Multiple sclerosis (MS) is a chronic disease that affects an estimated 2.3 million people worldwide and is the leading cause of non-traumatic disability in young adults. As the disease progresses it can impose a heavy burden on people with MS and their families.
Roche prepared to launch (OCREVUS®) ocrelizumab, its first neuroscience medicine in over 30 years. The MS market is extremely crowded, with entrenched competitors and 12 other treatments available. Standing out during this pre-launch phase, to ensure maximum awareness around ocrelizumab’s potential and differentiating benefits, was essential.
Our strategy was to target multiple audiences including neurologists, who gather most of their information from congresses (79%) and journals (85%), and patients, who often use online sources to find disease content.3 Written and digital storytelling through visually engaging and shareable unbranded content strategically supported proactive communications around ocrelizumab data and regulatory milestones, enabling Roche to share valuable information on a variety of MS topics.
Whilst communications formed part of a broader strategy, sustained and substantial coverage, leading to nearly 6,000 pieces of coverage worldwide, supported ocrelizumab gaining blockbuster status in the first nine months, generating over one billion CHF in sales.
Judges’ comments
The judges thought that Roche’s campaign showed clear insight with an easy to measure assessment. They had a good blend of execution with strong measurement of outcomes and nice creative touches.
