Zeposia: Z the light

Zeposia, an ulcerative colitis medication, ran Z The Light, a direct-to-consumer campaign aimed at driving awareness, intent to ask doctors for the brand, prescriptions and brand equity.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Research revealed that for patients, Ulcerative Colitis (UC) is a life- diminishing condition. For Zeposia's DTC launch, the category is dominated by high-spending competitors and long-ingrained (patient and HCP) behaviors. Zeposia had to break through the clutter to open the eyes of UC sufferers.

Our unique ethnographic research not only let us see their "life with UC" in deeply meaningful ways, but also revealed their most raw and unguarded fears and aspirations. Our insight revealed UC sufferers feeling trapped by their UC - living in the shadow...

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