Bristol-Myers Squibb: ORENCIA “Promise” Campaign
MRM Worldwide
ENTRY INFORMATION
Category: Pharmaceutical/HealthcareCountry where program ran: USADate 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 SquibbMedia Channels: DirectMailEmailPrintDRTVWeb AdvertisingWeb DevelopmentWebsite: 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...