Sanofi

Caitlin Haskins, Associate Director, Lead U.S. Hemophilia B Patient Marketing

FCB Chicago *Lead Agency

Mike Beamer, VP, Creative Director
Megan Sandoval, VP, Management Director
Alison Sheehy, Account Director
Mike Pearson, Associate Creative Director
Justin Miller, Associate Creative Director
Kaleigh Frigon, Account Supervisor
Chris Wickman, Executive Producer
Jordan Snyder, SVP, Analytics Director
Leah McGee, VP, Planning Director
Mike Kreutzer, Copywriter
Kelly Graves, President, Chief Executive Officer
Jennifer Neumann, EVP, Group Management Director
Krisi Noonan, SVP, Management Director
Mack Hans, Account Director
Isabelle Rogers, Account Executive
Marc Wilson, EVP, Executive Director of Strategic Inclusion
Andrés Ordóñez, EVP, Chief Creative Officer
Inger Tanderup, SVP, Executive Creative Director
Mollie Partesotti, EVP, Chief Strategy Officer
Michelle Blechman, SVP, Strategic Planning Director
Sahrish Qureshi, Director, Strategic Planning
Kate Caldwell, SVP, Group Strategic Planning Director
Patricia Nelson, Project Manager
Liza Stanislaw, Project Manager
Lauren Lindell, Project Manager
Cherie Davies, SVP, Executive Creative Director
Kerry Hill, EVP, Head of Production, N.A.
Stump Mahoney, VP, Executive Music Producer
Andrea Siqueira, SVP, Executive Creative Director
Landi Day, SVP, Group Strategic Planning Director
Bryson Cwick, Analytics Director

Lord + Thomas

Jackie Moorman, Editor
Rachel Lee, Producer

Havas Media

Kepler Group

Tessa Films

Tim Mason, Director
Lisa Masseur, Executive Producer
CJ Richter, Producer

Case not authorized for public release. ALPROLIX needed to expand to a new Hemophilia audience segment, using a fresh approach to motivate them. These patients had ruled out the brand; getting them to reconsider required breaking through the category clutter and their own preconceptions. Using a made-up, sports-themed event we inspired patients to view their very serious disease in a fun, culturally relevant way. Our over-the-top Treatment Signing Day increased click-throughs (150%), site engagement (398%), and conversion rates (56%) over prior campaigns, and established a new audience for the brand.