REMICADE: Finely Tuned

REMICADE, a type of healthcare product, launched Finely Tuned in the US, an educational campaign to ensure market share and raise public awareness.

Campaign details

Brand: REMICADE®Agency: McCann EchoCountry: USA

Marketing context

Patients with severe auto-immune disorders had long suffered without any form of treatment. When REMICADE®, an infusion therapy, came along in 1999, it changed the game. For the next 18 years, REMICADE® helped millions of patients feel better, move forward, and live fulfilling lives. It also became a blockbuster asset for Janssen. But by 2016, biosimilars, or "copycat" drugs, lurked on the horizon. Their presence posed the threat of stable patients being switched off treatment for non-medical reasons. To patients, biosimilars were a mystery. Few had...

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