RINVOQ RA Launch
Patients with RA have come to expect “good enough” relief from treatment, and so have doctors. This launch brand was designed with the archetype of “outlaw” to shake up some of that complacency, and show that there’s an entirely new level of efficacy for these people. Developing the brand and the campaign to launch this drug was my biggest experiences in pharma so far. More than 120 concepts were presented before this campaign was selected and it was put through rigorous testing before it saw the light of day. In the end, it’s beauty and attitude truly did defy expectations in the pharma world.
