CLIENT
Genentech
Erin Echter, Marketing Director for Patients and Caregivers
Keith McGuinness, Senior Marketing Manager
Nikki Frantzen, Senior Marketing Manager
Will Liu, Senior Marketing Director
Neha Goel, Senior Manager
Burcu Ozay, Senior Marketing Manager
Michael Verheecke, Senior Marketing Manager
Adam Rubin, Digital Experience Lead
Emily Jagielo, Digital Experience Manager
Erika Arriaza, Digital Engagement Lead
Anu Rajagopal, Regulatory Reviewer
George Kenny, Legal Reviewer
Lisa Tuomi, Medical Reviewer
Joyce Yee, Medical Reviewer
Daniel Wang, Regulatory Associate
Allan Ding, Medical Reviewer
Shirley Dang, Marketing Manager
Jake Schumacher, Marketing Manager
AGENCY
GREY health and wellness *Lead Agency
Sonia Gocevski, Brand Strategy Director
Lori Whetter, VP, Engagement Strategy Director
Sahar Sehgaal, Associate Creative Director
Ore Rechany, SVP, Account Director
Doug Flynn, Creative Director
Shawn Taylor, Creative Director
Warren Wyatt, VP, Account Director
Lisa Hersh, Account Lead
MaryBeth Gregoritch, Account Supervisor
Abby Ness, Senior Strategist
Caine Fair, Group Strategy Director
Julie Hyun, Strategy Director
Jating Chen, Project Management Director
Melissa Johnson, Executive Producer
Wavemaker
Donna Raidt, Planning Director
SUMMARY
The VABYSMO “Open up your world” campaign was the catalyst in motivating wet age-related macular degeneration patients to demand more from their doctor when it came to treatment. Patient awareness more than tripled to 75%, on par with the market leader, and there has been an unprecedented spike in patient requests with doctors reporting that over 60% of patients are requesting VABYSMO by name. VABYSMO became a blockbuster drug by the first half of 2023, signifying a groundbreaking shift in the wAMD category.
