A Constant in the Complexity
Summary: Rising competitive pressure threatened to reduce prescribing of a key multiple myeloma (MM) therapy, risking patient access to one of the most effective treatments. Our objective was to defend leadership by repositioning as “A Constant in the Complexity in MM,” reassuring haematologists of consistent efficacy across patient types. The campaign delivered banners, website updates, infographics, and consistent creative execution. Results were clear: first-choice preference increased +17% (24%→28%), brand equity rose from 26%→47%, and first-choice prescribers treated more patients (63% vs 35%), directly improving access.
Lead Agency(s): McCann Health London, an IPG Health Company
Client / Brand: Johnson & Johnson Innovative Medicine
Rare Disease Connect in Neurology (RDCN)
Summary: RDCN was conceived to address the fragmented and underserved educational landscape for Myasthenia Gravis specialists, aiming to improve patient outcomes. By creating a multi-market, peer-driven learning platform, RDCN 2024 achieved remarkable results. It garnered a “world-class” net promoter score (NPS) of 78, significantly surpassing its ≥50 target. Moreover, 48% of participants committed to practice changes, and 100% expressed intent to return, validating RDCN’s effectiveness in delivering high-quality, impactful medical education and fostering an enduring and vital expert community.
Lead Agency(s): Ogilvy Health UK
Client / Brand: UCB
