CIMERLI Campaign “Similar but Uniquely Different” (Coherus BioSciences and AT Nutrient)
Most retinal specialists aren’t familiar with biosimilars and question their efficacy, safety, and quality. As the second ranibizumab biosimilar to market, AT Nutrient’s goal was to overcome retina specialists and retina executive hesitations about biosimilars and get them to recognize CIMERLI as the smartest ranibizumab option in anti-vascular endothelial growth factor (VEGF) therapy today.
Research shows HCPs believe that in order for biologics to cost less, quality has been compromised. The CIMERLI campaign was created to introduce the brand, educate retina specialists on the equivalence of biosimilars, and highlight the brand’s unique differences. The CIMERLI Orange Oakleaf Butterfly was born. This miracle of nature became the perfect metaphor for the CIMERLI campaign. In its natural environment, the butterfly appears disguised as just another fallen oak leaf, blending in with its environment. However, it is uniquely different, revealing brilliant colors when opening its wings. Like CIMERLI, a biosimilar that mimics but has unexpected and distinct beauty hidden in its benefits.
