ORENCIA: Martha Speaks

MRM Worldwide/Princeton

Entry Information

Category: Pharmaceutical/Healthcare
Country where program ran: USA
Date program started/ended: September, 2010/still live

Product Description: ORENCIA is a prescription medication for moderate to severe rheumatoid arthritis (RA). It's part of an advanced class of treatments called biologies.

Advertiser/Client Name: Bristol Myers Squibb
Media Channels:
Direct Mail
E-Mail and Instant Messaging
TV/Video/Radio
Web Advertising
Other
Website: realRAliving.com

Strategy

Marketplace challenge:

RA is a misunderstood disease. Many people confuse it with osteoarthritis – not realizing that RA is a disease where the immune system goes into overdrive and attacks the joints. People with RA watch as it strips away their independence – taking their ability to do many of the small things that most people take for granted. Like opening a jar. Buttoning a shirt. Or walking up a flight of stairs.