ORENCIA: Martha Speaks

Pharmaceuticals producer Bristol-Myers Squibb wanted to educate those with rheumatoid arthritis (RA) in the U.S.

ORENCIA: Martha Speaks

MRM Worldwide/Princeton

Entry Information

Category: Pharmaceutical/HealthcareCountry where program ran: USADate 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 SquibbMedia Channels: Direct MailE-Mail and Instant MessagingTV/Video/RadioWeb AdvertisingOtherWebsite: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...

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