STELARA: Project Money Ball

This case study examines how Stelara, a prescription medication for plaque psoriasis available in the USA, employed a data driven approach to use its marketing budget more efficiently.

STELARA: Project Money Ball

Draft FCB

The challenge

STELARA®, a FDA approved prescription medication for moderate to severe plaque psoriasis, launched in 2009 as third to market in a highly competitive injectable biologic psoriasis category behind two other well-established brands, Enbrel and Humira. Four years later, STELARA continues to be at a competitive disadvantage relative to Enbrel and Humira, which are mature brands that benefit from higher media spends by 3:1, greater consumer awareness and physician adoption due to multiple indications.

The opportunity

While STELARA's DTC efforts have resulted in strong sales and share capture from the other psoriasis biologic...

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