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...