A Journey Challenge: Entyvio is a biologic indicated for Crohn's Disease and Ulcerative Colitis and is typically prescribed for moderatetosevere sufferers who have failed on more conservative therapies. Therefore, these sufferers are bio-naïve in that they have no experience with biologic treatments and have failed on conventional therapies. However, they are NOT condition-naïve. In fact, they are quite familiar with their condition and how it impacts their life.

Our Strategic Response: Hyper-focus on the point in the patient journey when they'll be most receptive to a new treatment approach – shift the focus from initial diagnosis to their first treatment failure.

Key Insight: Patients who register in Entyvio Connect are more likely to go on treatment; registrations are therefore a strong leading indicator of patient success.