RINVOQ
Providing relief and resources to patients.
Connecting with both patients and healthcare providers across channels to communicate the benefits and provide resources and understanding of some of the top pharmaceutical brands in the world.
Sector
Pharmaceuticals
Client
RINVOQ
Company
AbbVie
Project Duration
February 2021 - February 2023
Project Type
Brand Expansion, UX Design, Digital Marketing, Editorial Design, Experiential Design
01
The Challenge
After years of research RINVOQ (upadacitinib) was approved by the FDA for two new indications, ankylosing spondilitis (AS) and non-radiographic axial spondyloarthritis (nr-axSpA). AbbVie Ad Agency was tasked with getting RINVOQ back in front of international health care providers and informing them about the benefits and clinical trials as well as new resources for patients.
02
My Role
Implemented and adhered to established brand standards consistently across various channels. This involved ensuring a unified and cohesive brand presence in diverse mediums such as digital platforms, print materials, marketing collateral, and many other communication channels while collaborating directly with copywriters, proofreaders, programmers, and review committees and working directly with the FDA to maintain legal communication standards throughout multiple campaign launches.
03
Conclusion
After years of research RINVOQ (upadacitinib) was approved by the FDA for two new indications, ankylosing spondilitis (AS) and non-radiographic axial spondyloarthritis (nr-axSpA). AbbVie Ad Agency created a campaign for health care providers about the benefits and clinical trials as well as new resources for patients. We worked on a range of channels including email campaigns, targeted ads print media, digital sales aids, and websites.
We created animated target ads aimed at health care providers directing them to our new data resources.
Visualizing Data
Clear communication of complex data was necessary for the success of the medication's message. Throughout my time at AbbVie I worked with medical writers to create campaign's across all channels that could clearly show the immense amounts of data coming out of medical studies in regards to medications. The main challenge was to make sure the data was being presented accurately, clearly, and with no misleading direction.
We created multiple journal ads and sales aids to market the new indications and get the new safety information in front of healthcare providers.
I worked with animators to develop a video with real doctors backing our claims.
Campaign Expansion
We needed to make an honest connection with healthcare providers about the reality of what their patients are experiencing with ankylosing spondilitis (AS) and non-radiographic axial spondyloarthritis (nr-axSpA). A campaign was created to help doctors get their disease under control by seeing the need, discussing it with your patients, find the correct treatment plan, and live life with LDA to increase chances of long-term remission.
We created animated targeted ads aimed at health care providers directing them to our website.
An email campaign was created to drive health care providers to our website and provide additional information.