CIMZIA

Helping those who Suffer
from Crohn's Disease

UCB Pharmaceuticals
Multinational Biopharmaceutical Manufacturing Company

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Assignment

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.

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Approach

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.

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Result

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.