Healthcare Advocacy Campaign

Pfizer came to us for help promoting a new line of treatments called Biosimilars. These complicated molecules are a relatively new frontier of advanced medicine. So, the messaging required two prongs: education and persuasion. 

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Biosimilars mimic the function of their biologic cousins. Insulin, for example, is referred to as "a biologic." A biosimilar to insulin would treat diabetes, but with a slightly altered structure. 

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Targeted at regulators and consumers alike, these ads seek to describe the revolutionary nature of biosimilar treatments and then lay out the case for allowing them to continue their development unhindered by regulation. 

 

Track A made the case for biosimilars as advanced medicine. Track B named the behavior keeping them from patients. Every message was framed around access, based on what quantitative and qualitative message testing showed moved each audience.

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