CLIENT
Novartis Pharmaceuticals Corporation
Dagmar Rosa-Bjorkeson, Former VP, Head of the US General Medicines Multiple Sclerosis Business Unit
Kristen Harrington-Smith, Executive Director, Marketing for MS Business Unit
Jennifer McGovern, Associate Director, Gilenya Brand
Tammy Hubbard, Former Associate Director Gilenya Brand, Lead Social Ecosystem
Mamta Varma, New Commercial Channels, Operations Manager
Melissa Clark, New Commercial Channels, Lead MS BU
AGENCY
Dana Maiman, President and CEO
Rich Levy, EVP, CCO
Sarah Hall, EVP, Group Management Director
Mike Devlin, EVP, Creative Director
SUMMARY
When you're the first oral medication for Multiple Sclerosis, it just sells itself, right? Not so fast. We had to overcome the status quo of fearful people with MS and their passive treatment decision-making process within an increasingly crowded MS-treatment landscape. 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 66% from the prior year.
