PM360 2019 Trailblazer Awards Women’s Health Brand Champion Eric Nelson

Eric Nelson, Marketing Director, Women’s Health, AbbVie

Endometriosis is a chronic and painful disease that is more common than people realize, affecting 1 in 10 women of childbearing age. Known as an “invisible disease,” endometriosis can cause excruciating pain—painful periods, pain in between periods, and pain with sex. Yet many women don’t know about endometriosis. As the head of the AbbVie Women’s Health Consumer team, Eric Nelson shepherded the launch of Orilissa (elagolix) with the goal of helping women find the educational information and insights they need to advocate for themselves and inspire more productive conversations with their doctors.

With the unbranded “SpeakENDO” disease-awareness campaign, the AbbVie team developed an easy-to-understand video that demystifies the inner workings of endometriosis; practical, interactive tools to help women assess their symptoms and prepare for frank discussions with their doctors; emotionally powerful videos from real women with endometriosis; and practical tips for living with endometriosis. In addition, the branded “Or I Can” campaign and Orilissa.com offered information on how Orilissa was studied, how it is works differently in the body, and how it should be taken; details about the treatment support program Ori for Me; savings card enrollment for eligible women; an easy-to-use tool for verifying insurance coverage; and general education about endometriosis.

Since it launched, women have been cheering the unbranded campaign on social media and praising the value of the website’s tools for assessing symptoms and having better conversations with doctors. SpeakENDO.com has garnered more than five million visits since going live in December 2017. The branded campaign also has also been strong, getting more than one million visits to Orilissa.com in the first two months after launch.

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