UCB: Helping a small brand compete in the land of DTC giants

PROBLEM
As a late entrant in a marketplace already crowded with multiple blockbusters with big budgets for DTC, UCB knew they had to do something different to break through. What’s more, they had to do so with a fraction of the money their big-spending DTC rivals had invested.

PATHWAY
Instead of attempting to compete with a branded message on broad-based TV, AMW recommended a tightly focused approach to build a database of qualified RA- diagnosed leads. We identified an intriguing and unexplored space to attract these patients and once they had “opted in”, used it as a springboard for an ongoing dialogue. This response strategy was backed up by extensive customized modeling to demonstrate ROI potential.

Most RA patients understand the importance of staying active. But no marketer had yet used the avenue of exercise to attract patient interest. AMW and the CRM Agencies worked with The Cooper Institute to develop a unique RA fitness program that could be customized to fit the needs of each individual patient. The program, called “My RA Fit Kit” was offered online and in a comprehensive booklet. To promote the program, we developed a direct response TV spot based on the insight that every RA patient feels their RA is different. In the spot, Mary, a real RA patient, tells a story illustrated by animated line drawings and describes the personalized exercise program she was able to design with the RA Fit kit.

DESTINATION
Response to the first flight of TV advertising in test markets was overwhelming – exceeding the client’s goal by 200% and at a CPQL of more than 50% better than target. The campaign also was a finalist in the 2011 DTC National Awards for “Best Integrated Campaign”.

CHAMPION RESULTS

 

AMW Areas of Work: Market Research | Strategy & Positioning | DTC/P Creative | Channel Strategy | Modeling