Healthcare Professional.

The audience was neurologists prescribing first-line treatment for patients who had just been diagnosed with multiple sclerosis (these patients are predominantly women in their late 20s/early 30s).

Healthcare regulatory bodies.

The work had to adhere to the ABPI Code of Practice for promotion of medicines to healthcare professionals.

In your late 20s you feel like you’ve got the world at your feet. Then you get diagnosed with multiple sclerosis. All your hopes and ambitions for your career, family and social life suddenly seem torn away from you.

With COPAXONE, neurologists can still keep their patients’ future full of these possibilities. So we created a rich, vivid world where each tile represented a different, exciting opportunity in the patient’s future, all still within reach thanks to COPAXONE.

• Implementation Our ‘World at their feet’ campaign draws the HCP in so they can experience the feeling of possibility that COPAXONE® helps patients hold on to, with creative digital, print and augmented reality tactics that capture the importance of patients’ holistic quality of life

• Timeline: Initiation and roll out across Europe within a year

• Placement MS and Neurologist European specialist publications, multiple sclerosis and Neurology conferences (ECTRIMS, EAN, DGN), sales force engagement and neurologist visits

• Scale: Adaptation & roll out across Europe

• Reach: Neurologists across Europe

• Engagement: We launched the campaign at three congress events – ECTRIMS, EAN and DGN. Our booths recreated some tiles in life-size and included unique activities such as augmented reality so neurologists could hold scenes from the campaign in their hands and experience the sense of possibility in a truly memorable way.

• Impact: Increase in sales by 44%. The only established MS brand to grow in first-line.

This is a branded, integrated campaign targeted at neurologists, marketing a regulated drug (COPAXONE) for the treatment of multiple sclerosis.

Combining HCP opinions with data and knowledge of market dynamics, we developed our core insights: The appeal of short-term convenience of newer treatments had distracted some neurologists away from patients’ longer-term needs. Other neurologists were preferentially prescribing stronger drugs based on efficacy and oral convenience, without taking account of the bigger impacts on patients’ quality of life. Neurologists had begun treating the disease, not the patient. Our opportunity was to change that, by refocusing treatment on the patient.