Biogen Hemophilia Franchise

The Biogen Hemophilia Franchise (Eloctate and Alprolix) were in need of a refresh. They pulled the work from their previous agency and gave it to us. I led the creative redevelopment that included new interactive visual aids for for both drugs, a new MOA video, and a revised booth presence.

The main challenge was that their MOA was very difficult for anyone to understand. The Creative Team ideated on this extensively and finally settled on a simple metaphor that told a complicated scientific story: a pinball machine.

Built on Fusion - Eloctate MOA

The intersection of science and creativity leads to excellent work and this video is a fantastic representation of that. The complexity of the science left many baffled (even the clients), but a close working relationship with the creative and medical teams lead to a memorable metaphor tied to an accurate scientific depiction, which, in turn, lead to engaged HCPs and a boost in sales.

Hemophilia Booth

The Franchise booth used a pinball machine to excellent use to draw HCPs in. Pinball wasn't just a game though, it was an interactive way for them to work with the MOA of Fc Fusion directly. There was usually an extensive line and doctors were utterly competitive for the leaderboard.

Built on Fusion - Eloctate MOA

Hemophilia Booth

Alprolix Interactive Visual Aid

Eloctate Interactive Visual Aid