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...