StRAIght Talk was developed as the antidote to not very helpful/overly promotional competitive RA material. It uses an honest approach, acknowledging that you can’t change having RA but you can change how you deal with it.

StRAight Talk doesn’t sugarcoat life with RA—it recognizes the pain, stress, and even how others don’t get what it’s like. It ventures into territory that other companies typically don’t enter—talking about fighting RA inflammation with diet, learning to manage RA-related stress and depression with meditation, venting, even pets!

StRAight Talk is there to help every step of the way with honest, helpful disease information (Inflammation 101), ways to make every day a little easier (Life Hacks and simple recipes). It previews what’s coming next, building anticipation for future communications.

In short, its goal wasn’t just to promote HUMIRA, but to provide practical, no-nonsense tips for living a better life with RA.

The StRAight Talk CRM stream consists of 10 touches—8 e-mails and 2 direct mail packages (with variations based on consumer segment). The touches are delivered over a 3-month period. Patients are re-contacted several months after receiving their final touch to determine if they are still interested in receiving additional information about RA.

The StRAight Talk stream launched in Feb. 2015 and continues today. About 10,000 people received the stream in 2015. The stream was sent to all consumers requesting information through consumer media, Abbvie and HUMIRA websites, and the consumer call center.

In both key measures of success for CRM—upfront response in e-mails and patients requesting a prescription for and taking HUMIRA — the StRAight Talk CRM campaign exceeded all expectations, eclipsing benchmarks of prior HUMIRA RA campaigns and industry and/or AbbVie benchmarks.

The open rate for StRAight Talk exceeded AbbVie benchmarks by 356%, the click rate benchmarks were exceeded by 642% and the click to open rates were exceeded by 167%.

Of even greater significance, the StRAight Talk campaign significantly exceeded conversion to drug benchmarks. StRAight Talk conversion rates eclipsed the previous campaign results by 60%.

By making the communications more relevant and engaging, the campaign educated more people about the benefits of HUMIRA—and helped more of them better manage their condition with HUMIRA.