Using behavioral sciences to create concepts that inspire HCP action in IBD

A global pharmaceutical company was launching a new indication for Inflammatory Bowel Disease (IBD) for an existing immunomodulating drug.

To ensure a successful launch in the IBD space, the client was looking to develop a universal campaign concept that is globally resonant, locally nuanced, and synergistic with existing communications.

Armed with a deep understanding of HCP reactions to the concepts, the creative agency developed a universal CD concept that resonates with HCPs across the globe, piquing their interest, and driving them to consider this new drug in their treatment regimen.