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The GSW Worldwide Marketing Team of the Year Award

Finalist

Humira

Abbott


Summary of work

In 2010, Humira was challenged with the need to differentiate itself in an increasingly commoditised category; the anti-TNF market was crowded, with competitors aligning themselves to ‘convenience’ and ‘safety’ messages. With its key business goal to capture 60 per cent of first-line biologic patient potential – and with nobody else owning ‘efficacy’ – Humira’s opportunity was to claim and ‘own’ this compelling platform.

The Humira rheumatology team sought to address the fact that many ankylosing spondylitis (AS) and psoriatic arthritis (PsA) patients present with symptoms outside of the core disease. These ‘extra-articular manifestations’ appeared to respond well to Humira, with resulting improvements to patients' quality of life. This positioned Humira well as the anti-TNF of choice to treat the whole disease.

Using a strategic and creative approach the whole disease platform was developed into a campaign that celebrated how Humira helps people play an active role in their world. This new approach allowed Humira to take a positive, dynamic stance to lay claim to the category leadership it sought.

Campaign evaluation shows how successful the ‘whole disease’ strategy was: Humira beat its 60 per cent first-line capture goal by achieving 70 per cent, and in AS and PsA, Humira is now the first line or equal first line prescribing choice in more than three-quarters of all rheumatologists; way ahead of the competition.

Judges comments

“The challenge for Humira to strengthen its position as market leader was tough. This was customer and patient focused, and identified a USP, which differentiated the brand clinically. In staying ahead of the game they are fulfilling a need.”