Challenge
EMD Serono needed help launching MAVENCLAD – a new prescription medicine used to treat relapsing forms of multiple sclerosis (MS).
Solution
I was responsible spearheading the launch and overseeing the creative team that brought the campaign from ideation to implementation.
Our strategy comprised of 3 phases:
Pre-launch: Create content that can identify the MAVENCLAD patient based on their engagement
Approval: Tease that an easier form of medication is coming soon, and obtain emails for upcoming announcements
Campaign: Educate potential customers and drive people to ask their doctor about MAVENCLAD
Through market research we found that people were tired of “the same old MS treatment story” so we created a campaign that challenged their current treatment and personified how fed up people were. The MS category is extremely crowded and it didn’t help that the FDA slapped our treatment with a black box warning – making it a challenge to create digestible content. However, we utilized different channels and worked closely with our clients to create an effective campaign that stood out and rang true to patients.
