Our concept was rooted in the insight that added time with loved ones made possible through these biopharmaceutical advances was a benefit that significantly alleviated cost concerns. Simplified further: Time is it’s own currency.

For us it was clear that rational messages and statistics were unlikely to resonate with a cynical health care consumer. Our recommendation to BIO was that a campaign leveraging the power of human emotion stood a far better chance of getting seen, getting shared and ultimately impacting belief.

The line Time Is Precious emerged as a campaign platform that captured the essence of the strategic insight. It allowed us to “touch” our audience rather than simply “talk” to them. A sound bite from philosopher Alan Watts struck a thoughtful opening chord. Copy, music and candid images of real people benefiting from these treatments culminated in a piece that connected on a very human tone.

Music, copy and compelling footage of real patients benefiting from biopharmaceutical advances all coalesced into a sixty second YouTube video that launched the campaign.

Incorporating a passage from sixties philosopher Alan Watts gave the piece a provocative opening. Copy, creative editing, music and candid footage of real people benefiting from these treatments culminated in a film that you “feel” as much as you “view.”

A landing page, testimonial video content, social engagement and digital display rounded out the effort. The campaign launched digitally on February 4, 2016 including :60 video ads with companion banners that were hyper-targeted towards specific opinion leaders not only including demos, geos, but engaged participants of the political landscape.

Only days following the launch media began closely covering the Time Is Precious campaign. Articles and commentary appeared across national media channels. YouTube views of the video exploded. Traffic to the microsite far exceeded projections. Social media shifted from a conversation focusing totally on cost to a dialogue that included the recognition of biopharmaceutical progress and benefits they deliver to patients in need. After only a few months polling indicated that the campaign had not only influenced the debate, it had evolved opinions associated with the issue.

Microsite -

- 3044 users/week

Paid Media -

- 2.6 M impressions/week

- 0.37% CTR

Digital Video Campaign

- 285 K completed views/week