Viktoriya Moroney, Patient Marketing Lead, UCB, Inc.
Launching a new campaign is always daunting, but launching a campaign for six disease states simultaneously, while maintaining one brand essence, is just masochistic. CIMZIA, an injectable biologic, is approved for moderate to severe Crohn’s disease, rheumatoid arthritis, and plaque psoriasis, as well as psoriatic arthritis, ankylosing spondylitis, and non-radiographic axial spondylarthrosis (nr-axSpA). Viktoriya Moroney was faced with the challenge to position the brand as a distinct solution to people living with distinct health conditions while maintaining one overall brand identity—and to do it in six months.
Every step of the campaign was done with the patient in mind. Market research highlighted patient needs still unfulfilled in this category, patient feedback was captured for all creative iterations and, partnering with Snow Companies, Vicky launched the “CIMZIA Champions” program to highlight the real people living with each of the six indications. With each patient insight solicited, one thing became clear—a single brand essence that united all people living with inflammatory autoimmune conditions, a longing to plan not to plan. The campaign and its rallying cry of “Plan for Fun, not Flares,” includes a new website, campaign creative, CRM program, brochures, and media assets across display, point of care, print, and social media. Vicky and her AOR team at Intouch Proto moved at lightning speed to prepare all materials for launch.
Even when launching the campaign internally, patients remained at the core. Patients were invited to take the stage in front of the UCB Immunology team to share their stories and highlight how their experiences were infused into the campaign. Living by the UCB motto, Inspired by Patients, Driven by Science, Vicky is thrilled to bring “Plan for Fun, Not Flares” to life this fall.
