PM360 2019 Trailblazer Awards Autoimmune Brand Champion Jennifer Liao

Jennifer Liao, Senior Marketing Manager, Amgen

Long-form content marketing is not often considered to be the cornerstone of a campaign designed to target healthcare professionals, but Jennifer Liao saw its potential to reach and resonate with rheumatologists. Through extensive research, Jen and her team discovered that rheumatologists are high science enthusiasts, tinkerers, and puzzle solvers who like to know how things are created. All of which led Jen to believe that taking the nontraditional route of focusing a campaign on long-form stories with journalistic intrigue would be the perfect way to engage with this audience.

The “Our Lab is Everywhere” campaign piques rheumatologists’ interest with thought-provoking questions delivered via unbranded media drivers inviting them to read a deeper story on the campaign website (ourlabiseverywhere.com). Once there, rheumatologists can engage with stories that explain the “why” and “how” behind the development and execution of patient solutions. The goal of the campaign was to help elevate ENBREL® (etanercept) in the minds of healthcare professionals by uncovering how Amgen continues to deliver new and innovative ENBREL patient solutions for more than 20 years.

Since launch, both media drivers and site engagement have far exceeded industry benchmarks. In fact, physicians spent 57% longer on the site versus other HCP sites.

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