Celgene launched their first oral therapy in their immunology and inflammation business unit. Otezla was launched in psoriatic arthritis to the rheumatology audience, a market that had not seen a new entrant for decades. With a very announcement-like air to it, The Billboard campaign was heroic in stature and allowed the agency to creatively demonstrate the “before and after” of disease presentation and resolution that this oral medication could lead to.

The second indication and launch in psoriasis, and targeting dermatologists, came just 6 months later – The Billboard campaign is now used successfully a cross both indications. The campaign unites the brand globally and continues to resonate strongly with physicians. It has since been implemented in many tactical elements including print collateral, rep promotions, non-personal, and digital executions.

Heroic and iconic Billboard campaign elements carried through to not only deliver consistent creative execution leveraged through various communication channels, but to also deliver a meaningful and memorable brand experience with OTEZLA. The campaign has run in several markets in both indications for nearly 1 year now, with stellar results. The creative execution, colors, photography and headline resonate with audiences and have differentiated the brand within the crowded markets in which it competes.

The campaign has run in several markets in both indications for nearly 1 year now, with stellar results. The creative execution, colors, photography and headline resonate with audiences and have differentiated the brand within the crowded markets in which it competes.

The latest data for the brand demonstrate:

• Underlying demand for Otezla grew steadily

• A growing number of prescriptions were written

• Otezla shared the market for new prescriptions (ties with Humira, #3-seling drug globally)

• The drug was covered on formularies both private and socialized medicine around the world

• Unaided recall results for the brand's campaign, messaging and position within the market continue to grow in ATU surveys

• Brand perceptions of safety, efficacy, and convenience continue to grow, especially vs. stiff competition from branded biologics