ORENCIA: Enlightening Creative

After 15 years on the rheumatoid arthritis market, ORENCIA had to change its image and change customer mindsets and behavior too.

We had to disrupt entrenched behavior and reposition this established brand with a whole new strategy that carved out a precise place in the market. The BMS team elected to focus on dual-seropositive patients (sidetone: that's our coined terminology—and is now commonplace). Our first communication goal was to spread awareness of biomarker-driven data in this particular patient population. We decided that the only way to get doctors to change things up and use ORENCIA earlier was to give them a wake up call. Testing showed that they appreciated the honesty and admitted that they weren't factoring biomarkers into their treatment decisions. They were in fact practicing in the dark and using a "one size fits most" approach. Now in light of the new data, they were willing to consider trying ORENCIA for new patients if they tested positive for both anti-CCP+ and RF+ autoantibodies.

You can also see how we generated internal interest in the launch of this new campaign at POA with this "rah rah" announcement video for the reps. Watch the video below.

Or learn how we brought this campaign to life for consumers. That one deserved it's own portfolio listing though. Click here to check out the Dark to Light :60 TV spot.

This campaign is the intellectual property of Calcium USA and Bristol Myers Squibb.