Remicade is a treatment for inflammatory bowel disease (IBD).

For 22 years it has helped 2.4 million patients worldwide.

But as it’s patent was due to expire, bio-similars, boasting similar results with lower costs were about to launch.

We needed to remind them of the benefits of Remicade, its heritage and remind them Remicade is different. Why is it so different? Its not just the treatment itself, it is also the extra things that Remicade has been doing over the years that makes the difference. From the infusion clinic, to patient support hub - gastro central, to clinic finders, to patient and gp education, Remicade has a heritage of being more than just a treatment. It is very much the unsung hero. We saw a parallel with Remicade patients who not only cope, but thrive with their IBD, and the amazing lives that they live.

The campaign was launched in October 2015 at conference to GPs and specialists. Three films, posters and a conference stand and leave behind featured - and a patient booklet and e-detailer followed. All GPs in Australia with an IBD interest and all specialists were targeted by either being invited to the conference or sent collateral such as leave behinds and patient booklets. We have now done an additional shoot in April, with three more patients - an Ankolyising Spondalitis patient, plus two other male Crohn's patients. These patients will form stage two of our campaign.