Rituxan & Genentech


CHALLENGE

Create awareness during the launch of new indication, in a new therapeutic category (rheumatology), driving to the American College of Rheumatology annual scientific convention for further engagement.

SOLUTION

A multiwave, unbranded, dimensional, and flat interactive direct mail campaign targeting 7,500 healthcare professionals, including targeted rheumatologists – provocative vehicles facilitated interactive review of MOA.

CONSISTENT. RESULTS.


Total Response Rate

0%

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In addition to the interactive mail campaign, the program also included post-convention follow-up direct mail tactics. The campaign produced a total response rate of 15.7%.

CREATIVE