The creative idea leverages the need to increase differentiation between brands, by expressing simple messages and clear benefits to our target audience. That is why the new LUCENTIS campaign has been built on 3 simple and impactful pillars, POWERFUL. PRECISE. PROVEN. Visually, these 3 pillars are expressed via graphical elements and messaging territories built on the pillars. A retina is displayed at the center of the creative concept to connect with our main target, the retina specialists, and to differentiate from existing communications on the market. Finally, to extend the creative concept across to the 6 different indications and maintain continuity, a photoshoot was organized using the same models as the previous campaign.

To build a “One Voice” campaign, a unique development process, founded on rigorous collaboration, was put in place between Novartis Global, Regional and Local teams. In practice, this represented 6 months of active collaboration, 2 transfunctional workshops, 40 team meetings across 10 time zones, 3 rounds of market research in 9 countries and 2 internal worldwide surveys. These efforts paid off in the form of a truly Glocal campaign, aligned with local Novartis affiliates requirements and quickly implementable thanks to a range of supporting tools.

The “One Voice” campaign was launched internally in May 2016, and externally in September 2016, at the EURETINA congress in Copenhagen, supported by media buying activities in European journals and on medical websites. The new LUCENTIS positioning is now communicated worldwide across communication channels, with e-detail aids, leave-behinds, sponsored medical articles and rep-triggered emails.

Thanks to the collaborative development process, the LUCENTIS campaign was implemented in 32 countries within just 6 months of its launch.

Internally, the campaign was extremely well received, being described as “strong,” “assertive,” “clear” and ”impactful.” 88% of Novartis stakeholders believe that the campaign can achieve its objectives, and 83% find it differentiating.

Externally, after the campaign launch at EURETINA, the message recall was found to be very strong: 72% of the delegates recalled the POWERFUL. PRECISE. PROVEN. from the Novartis booth.

Worldwide market research will take place in April 2017 to precisely measure the impact of the campaign on perception and behavior among retina specialists. Results will be available in May 2017.

Today, the success story continues with a new series of materials to be produced in 2017 to push forward the perception change and HCP activation.