Our challenge was to reignite interest in Rebif, a gold standard in multiple sclerosis treatment for 14 years. Some of the newer treatments seem easier to live with, rationally speaking. But MS is not rational. It’s unpredictable. Everyone responds differently to treatment, so no one knows what might happen. Our strategy? Create security for an unpredictable world.

We combined everything about Rebif that adds security. We emphasized experience, history, efficacy, and unique access to MS LifeLines support: nurses, patient ambassadors, care partners, and experts that personalize the Rebif experience with human connection.

We turned this into a transformational engagement campaign. We changed the rules for pharma in social media by inviting thousands of people from the MS community into dozens of conversations. Now we're seeing engagement levels at 6X the industry standard, while sales trend upward.

We are reigniting the Rebif brand experience by socializing and celebrating “Strength in Numbers”.

“Strength In Numbers” became the new campaign platform for both Rebif and MS LifeLines. We designed a content driven ecosystem to deliver this to our audiences.

Rebif patients, care partners and nurses—looking confident, approachable, and authentic—are the focus across the campaign. Their stories provide wisdom and experience, just like the brand they represent. Graphics use bold brand colors and numbers to quickly call attention to the facts and advantages of both Rebif and MS LifeLines.

We launched YouTube in March 2014, Facebook in July, and responsive websites (desktop, mobile, and tablet) Rebif.com in July and MSLifeLines.com in September.

We put “social” at the heart of the campaign, and allowed people to freely comment on our posts. This was groundbreaking for a Pharma brand. By combining shared content with open commenting, we built an ecosystem that encourages participation. This extended the reach and the relevance of Strength in Numbers.

Rebif.com and MSLifeLines.com worked together to help people find Strength in Numbers, whether they were looking for an effective treatment or a larger community.

? Rebif.com site visitation increased by 46% compared to the old site

- Mobile visitation increased over 100% which can be attributed to an increase in mobile organic traffic of 165%

- 1-on-1 Support showed the strongest mobile visitation growth in Q4, growing 335%.

- In 5 months, visits to the site were 19% above goal

? Content on the redesigned MSLifeLines.com has shown to be more than double the old site at 63%.

- Mobile visitation accounted for over 50% of all traffic coming to the site

- Average time users engaged with site was over 3 minutes per visit

- In 3 short months, the site visits were 33% above goal

Both sites drove 40% of Facebook page visits from outside Facebook.