Bristol-Myers Squibb: ORENCIA “Promise” Campaign

MRM Worldwide

ENTRY INFORMATION

Category: Pharmaceutical/Healthcare
Country where program ran: USA
Date program started/ended: 22 February 2009

Product Description: ORENCIA is a prescription medicine used to treat patients with moderate to severe rheumatoid arthritis (RA). It is administered by infusion every four weeks.

Advertiser/Client Name: Bristol-Myers Squibb
Media Channels: DirectMail
Email
Print
DRTV
Web Advertising
Web Development
Website: https://www.theorenciapromiseprogram.com/orencia/registration.jsp

STRATEGY

Marketplace Challenge:

In a world where “new” is often closely followed by “improved”, people look to new products as advancements. While this holds true in pharmaceuticals, there's also a level of skepticism that's perhaps a more powerful influencer when it comes to new medications.