STELARA: Project Money Ball
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.
While STELARA's DTC efforts have resulted in strong sales and share capture from the other psoriasis biologic competitors, the brand is tasked to deliver similar results with leaner budget support. The STELARA® integrated team knew that targeting in a more precise and data driven way would enable stronger resources allocation across all marketing strategies and quantifiable business return. The brand's goal was to make the dollars supporting STELARA's marketing campaigns work even harder in targeting and messaging so as to increase awareness and obtain new patients on therapy.