Bristol-Myers Squibb: ORENCIA “Promise” Campaign
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
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.