Pradeep Rao - Healthcare Advertising

Esbriet: Global Creative Concepts

Esbriet, the first treatment for a fatal lung disease called IPF, launched in Canada years ahead of the US launch. When it was time to launch in the US, we were invited to pitch creative, along with the US agency. The brief called for iconic creative that increased the urgency to treat and said that treatment should start with Esbriet, as it would slow progression.

After intense internal evaluation and global market research, the adpharm's concept emerged as the choice.

Botox: PCP Awareness Campaign

Botox as a therapy for chronic migraine stands apart from other approaches - not only because of how it's administered, but because it prevents headaches. The strategic idea was to show that migraines make patients miss out on life's events.

The creative idea was to bring the patient into the conversation without having the patient in the picture.

BOTOX-DTC

Revlimid: Global Creative Concepts

Revlimid is a first-line, highly effective treatment for multiple myeloma. At one time, it faced very little competition. Today, the standard approach to treatment is to combine different therapeutic agents.

The goals for this creative was to establish Revlimid as the foundation therapy

so that no matter what other agents were used in treatment, they would be added on to Revlimid (and not the other way around). This way, Revlimid maintained its leadership in the MM space.

Revlimid: MDS Direct-mail Campaign

Revlimid is known for its indication in multiple myeloma. However, it also treats a rare disease called MDS. In fact, it treats a rare disease within a rare disease, because its specific indication is for MDS patients with a cytogenic abnormality called del 5q.

However, physicians were not even screening all of their MDS patients to identify those with del 5q. Our creative underscored the risks of not testing, and the benefits of testing. Now

Benjorna: Global Creative Concepts

ADHD is among the most common childhood psychiatric conditions with behavioral symptoms fluctuating throughout the day. Existing therapies primarily focus on adequately controlling ADHD symptoms in school and more recently, extending the therapeutic effects after school.

Benjorna's difference was about its Delexis technology that allowed it to be dosed at night - targeting onset of action first thing in the morning.

This enabled children with ADHD to have control of their symptoms upon waking.

Fampyra: Creative Concepts

Many, many treatments exist for multiple sclerosis, but Fampyra is unique in that it doesn't treat the underlying disease process. It is indicated for a symptom of MS: walking impairment. The brand was often shut out of conversations between doctor and patient, where disease modifying treatments dominate the discussion.

the real-life situations where walking speed makes the difference between living life on your own terms and potential disaster.

ABRAXANE: CREATIVE CONCEPTS

Abraxane is a treatment for metastatic pancreatic cancer. The prognosis for patients with this disease is typically very poor. Survival is expected to be less than one year. With treatment, survival can be extended, but the therapy that is considered most effective is also highly toxic and makes patients extremely ill. Abraxane is different. It is effective and can extend survival too. But it also allows the patient to maintain some quality of life.

The idea in this concept is that Abraxane can help patients live longer so they can reach those important milestones AND they can enjoy being part of the moment.In a physician's world, where efficacy of a drug is expressed in data, this idea reminds us that there are real people behind those numbers - and that numbers only tell a small part of the story. This is what the numbers can't show you.

Erivedge:Direct mail Campaign

Erivedge is a prescription medicine used to treat adults with a type of skin cancer called advanced basal cell carcinoma when the traditional approaches, surgery or radiation, are not options.

Cimzia Creative Concepts

In an unpredictable disease state like rheumatoid arthritis, Cimzia offered predictability. Its strategy was built on the bold claim that results would be achieved in 12 weeks, and if not, then to discontinue treatment and use something else. In this way,

the brand offered something beyond the treatment of RA - it offered peace of mind.

Tysabri: Real Patient stories

This collection of stories comes directly from people living with multiple sclerosis (MS), with the goal of sharing the experience of their journey and to inspire others.

All submissions come from patients who have decided to receive TYSABRI (natalizumab) treatment, and are members of the TYSABRI Care Program. These stories share valuable patient experiences with others enrolled in the program. This information provides balance to the potential deleterious side effects associated with TYSABRI. It is essential to weigh both the benefits and risks.

These are their words and their stories…