Multinational Biopharmaceutical Manufacturing Company
CIMZIA is a treatment to combat the symptoms of moderate to severe Crohn’s Disease. Despite a generally favorable brand perception, the vast majority of prescribers know little about CIMZIA and automatically prescribe our medications. Our objective was to help combat physician apathy regarding the brand.
Targeting physicians treating patients with Crohn’s Disease, we developed collateral and sales materials positioning CIMZIA as a medication that deserves consideration as a first-line biologic agent for adults with moderate-severe CD.
Initial response to the new positioning and creative direction is very positive. The CIMZIA campaign is poised for launch on a broader scale in 2014.