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GILENYA
"HEY MS, Take This!" Campaign

RAN IN: United States

CLIENT
Novartis Pharmaceuticals Corporation

Dagmar Rosa-Bjorkeson - VP, Head of the US General Medicines Multiple Sclerosis Business Unit
Melissa Clark - New Commercial Channels, Lead MS BU
Kristen Harrington-Smith - Executive Director, Mktg., MS Business Unit
Tammy Hubbard - Assoc. Director, Lead Social Ecosystem
Jennifer McGovern - Assoc. Director, Gilenya Brand
Mamta Varma - New Commercial Channels, Operations Manager

AGENCY
FCB Health *Lead Agency

Dana Maiman - CEO
Rich Levy - CCO
Mike Devlin - EVP, Creative Director
Sarah Hall - EVP, Group Mgmt. Director


Starcom MediaVest Group *Lead Agency


SUMMARY

When you're the first oral medication for Multiple Sclerosis, it just sells itself, right? Not so fast. Marketplace, behavioral, and business hurdles stood between this groundbreaking therapy and the people hungry for it. The solution was to tap the passion, frustration, and optimistic patients themselves. Giving them an unprecedented platform for them to open up, share, reflect, support, and shout helped change entrenched behaviors. HEY MS, TAKE THIS! broke other barriers: GILENYA requests jumped 21% and being a peer "recommended brand" jumped 82%. (take that, MS)

CASE VIDEO


Hero Medium: Internal Marketing

Medium Featured On Video: Consumer Involvement,Print,Social Networking Applications

Audience: Men,Women,Young Women (20-35)

Objectives: Brand relaunch, reposition

Type: Business-to-Consumer

Classification: National

Language: English