Brand campaign

Amgen Biosimilars

situation

As biosimilars were starting to come to market in the US, Amgen wanted to become the prescribed choice by health care providers (HCPs). They came to my team at Edelman to re-work their research and strategy to develop more influential creative work.

challenge

In our preliminary read of the quantitative research, I saw that very highly-educated HCPs saw biosimilars as generics, therefore, they didn’t understand that a brand name made a difference. And they were overwhelmed by all the information they needed to keep up with in their own practices. We needed to motivate them to make the decision they weren’t willing to make.

insight

What I found in the qualitative research was that HCPs make a mental shortcut in their heads. If they could trust scientific rigor used to develop a medicine, they trusted the manufacturer.

strategy

Amgen starts everything with science.

solution

We leveraged the mental shortcut that HCPs needed to make – to trust the rigorous scientific and manufacturing process that Amgen uses to make all of its medicines. We ran a national print and digital campaign called, “Manufacturing Confidence” and supplemented that with a VR tour of Amgen’s facilities that HCPs could take.