ENBREL INTERACTIVE LIBRARY OF BOOKS by DraftFCB New York

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ENBREL INTERACTIVE LIBRARY OF BOOKS

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Industry Health & Pharmaceutical Products
Media Direct marketing
Market United States
Agency DraftFCB New York
Creative Director Auge Reichenberg
Art Director Merry Natalia
Copywriter Katie Connolly
Released February 2009

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: AMGEN/PFIZER
Product/Service: RHEUMATOID ARTHRITIS INITIAITVE
Agency: DRAFTFCB
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: DRAFTFCB, New York, USA
Creative Director: Augé Reichenberg (Draft FCB NY)
Art Director: Merry Natalia (Draft FCB NY)
Copywriter: Katie Connolly (Draft FCB NY)
Planning: Pat Berry (Draft FCB NY)
Account Management: Nanci Silverman (Draft FCB NY)
Account Management: Margaret Peist (Draft FCB NY)
Production: Kathleen O'Brien (Draft FCB NY)
Analytics: Julie Malone (Draft FCB NY)
Media placement: Direct Mail - Direct Mail - 1 March 2009

Describe the brief/objective of the direct campaign.
The Challenge: Help patients with rheumatoid arthritis (RA) and offer them the option of ENBREL to help them reclaim normality in their lives Maintain our clients’ No 1 share of market, despite 8 new competitors and a limited budget. Create an interactive experience with the patient’s own health — in the mail! To leverage a medium never before used in the direct-to-consumer pharmaceutical space. To 'convert' RA sufferers into people helped by ENBREL.

Explain why the creative execution was relevant to the product or service.
Patients receive a small library of beautifully designed, interactive, hard-cover and paperback work books authored by this relevant voice offering information, medicine options, and the ability to track their disease, their physical progress, even their emotional progress. Furthermore, the books were timed with each patient’s progress level on the continuum. Being real books, not brochures, they felt like keep-sake gifts.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
First, we searched for a 'relevant voice' for our program. We knew it would have to come from a real RA nurse and RA sufferer on ENBREL.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
New drug starts exceeded goal by 17%. Program response rates exceeded goal by 42%. Program satisfaction is tracking at 75% top-two boxes. 70% of respondents report improved doctor interactions.