Brand Strategy
Account Executive: Hanna Wink
Strategists: Veronica Hsiao / Niyah Nur
Project Manager: Fang Lao
Copywriters: Grace Green / Virginia Bonita
Art Direction: Maya Lazer
Brand & Product Overview:
Janssen Pharmaceuticals aims to transform lives by bringing life-saving and life-changing solutions to people who need them. Product X is a new drug undergoing clinical trials for its effectiveness against relapsed/refractory multiple myeloma (MM), a cancer of plasma cells. Product X aims to increase the life expectancy of those diagnosed.
Advertising Objectives
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Educate the patients about the new Product X treatments and provide them with information about where to access treatment
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Increase the number of patients reaching out for new MM treatment by 10% within six months
Current Brand Presence
Brand Truth: Janssen Pharmaceuticals aims to transform lives by bringing life-changing solutions to people who need them.
Competition Truth: Because there are so many combinations of treatments, a range of factors influence patient’s decision in which options are best for them.
Consumer Truth: The long fight with MM has left patients feeling less hopeful towards maintaining their life.
Cultural Truth: Patients’ life expectancies vary widely, therefore a strong support system is needed to motivate their desire to continue fighting.
Strategic Framework
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Key Message
“The effectiveness of Product X will provide MM patients with the new hope of extending their life.”
The Creative Solutions
Main Idea
Product X is the only drug that attacks GPRC5D
(a new antibody target) and enables patients to have a more fulfilling life.
By educating patients about what makes Product X unique,
they will become more eager to learn about its benefits.
Target Audience
Product X targets Multiple Myeloma patients who are on their third plus line of treatment; typically men and women over the age of 65
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These potential customers want to get effective treatments, which can give them hope and a chance to maintain their quality of life
What consumers think now v.s. what we want them to think
What we want them to think:
What they think now:
“The effectiveness of Product X will provide MM patients with the new hope of extending their life.”
The long fight with MM has left patients feeling less hopeful towards maintaining their life.
Key Promises
We will create digital campaigns that help Janssen & Janssen reach MM patients better. At the same time, educate MM patients about product X.
Reasons to Believe
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State-of-the-art therapy that attacks GPRC5D-expressing MM cells
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Provides new line of therapy before or after BCMA
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Product X has substantial improvement for current therapies available, meet the unmet treatment needs
Plan for Deliverables
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Website - Landing Page and site map
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Email mock-up
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Brochure
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Information Kits
How we bring ideas to life
Insight: Support & Motive
Patients value a strong support system throughout the fight with MM. Strong relationships with family, in-depth understanding of their condition and personal interests motivate them to remain optimistic about treatment effectiveness and the chance of extending their life.
Become Your Own Author
Product X is here for patients in their third line of treatment with Multiple Myeloma.
These patients are looking to extend their life and improve their overall quality of life.
With Product X, patients can have a new chapter of their life - their story isn’t over.
Using the motifs of being the writer of your own destiny and your next chapter,
patients will see that with this new treatment option, they are more than just their diagnosis. They have a story that is still being written.
Email Newsletter with testimonial copy
Website & Landing Page Design
Brochure
Informational Kit
