Ogilvy Healthworld launches launch campaign for new MS therapy
Roche is launching a new therapy under the trade name "Ocrevus", which is approved for people with relapsing forms of MS (RMS) as well as for people with primary progressive MS (PPMS). Ogilvy Healthworld is part of the multidisciplinary team providing communications support for the market launch.
To date, there have been no approved drugs worldwide for the primary progressive course of the disease. Switzerland is the first country in Europe to approve a drug.
Preparations for the product launch have been underway since 2015 and are being coordinated both in Switzerland and internationally by multidisciplinary Ogilvy Healthworld and Roche teams in Zurich/Basel, London and New York. The entire market launch strategy covers all communication instruments. It includes disease awareness, corporate and internal communication, strategic marketing & sales, congress appearances and medical education. The primary target groups are doctors and medical nursing staff.
The campaigns "Light on for MS", "Ocrevus now" and "Ocrevus only" characterize the pre-launch and launch phases as well as the two approval indications RMS and PPMS. The implementation of the campaigns is based on in-depth market, target group and behavioral analyses and claims to be customer engagement pull marketing. The materials and services are tailored to the needs of the target groups. Complex content is communicated with strong visuals and interactive elements as part of comprehensive multi-channel communication. The result: product innovation and innovation in commercialization in perfect synthesis.
Responsible at Roche Pharma (Switzerland): Boris Robert, Christine Kren. Responsible at Ogilvy Healthworld Switzerland: Dr. Toula Stoffel, Dr. Thomas Schüler, Britta Hartleb and Mirjam Perkmann.
