Situation:

While Enbrel remains in the top 2 of biologic RA treatments, many rheumatologists consider ENBREL to be equal with their top competitor in clinical attributes and benefits. One area where Humira tends to exceed is in rheumatologist view of their support programs, though Amgen has continued to deliver new and innovative patient solutions.

Marketing Challenge:

• Crowded marketplace with significant promotional spend

• No differentiation in how brands discuss patient solutions

Objectives:

? Serves to elevate the perception of ENBREL

? Showcase the rigor or anticipatory innovation that was used to develop and execute the service/offering

? Differentiate ENBREL in the midst of heated competition and a noisy marketplace

? Engage with our audience in a new way (non-personal communication) allowing us to tell a deeper story

Our Lab is Everywhere is a one of a kind campaign that uses a content marketing approach to tell the story behind how and why Enbrel ideated, created and launched superior patient solutions.

The campaign leverages the real insight that the commitment Amgen (and Enbrel) has to patient care is influenced by where patients are, the real-world. By observing real-life behaviors Amgen identified clear patient needs and created solutions to solve them. By visually showing the lab in different locations, we are showing how Amgen is inspired by common and not so common parts of life. The impact of one development or innovation can serve as a parallel opportunity for others. Amgen and Enbrel truly feel that “Our Lab is Everywhere”.

Utilizing research from the last 5 years, we explored insights from emotional and behavioral research conducted with our target audience, Rheumatologists. We also looked at Manhattan and Medscape research to layer in additional insights about the audience so we could reach out to them both professionally and personally.

What we found is…

• Rheumatologists are tinkerers that like to know how things are created, so we needed to share the what and why behind how we created our services.

• Once Rheumatologists have experience with a brand, they believe they know everything about that brand, therefore the lead-in to our stories needed to be unbranded to pique their curiosity.

• Rheumatologists often think that Humira provides a more comprehensive suite of services, so we need to continue to launch stories on different solutions to showcase the robust volume of services offered by the brand

Based on two months of reporting (Feb 1 – March 31) Note, only Display Banners are currently being used to drive physicians to the site, specifically the long-form stories. Within the next several months we will launch additional drivers including on-line video and advertorials.

Awareness

2,375,716 Impressions (Display)

19,249 Clicks (Display)

~6X the banner-click-through rate compared to industry norms for healthcare professionals (.81% vs .14%)

Engagement

12,402 Total Users

43% of visitors actively engaged with branded content via Tier 1 action*

*(action prompting the reveal of key branded information to drive behavior changes)

57% longer time on site vs other HCP sites (adjusted for story content consumption)

- Average time a healthcare professional was on the story site was between 6 minutes 50 seconds and 7 minutes 21 seconds showcasing maximum interest was generated within the stories.