High RF Hurdles

UCB Nonbranded Rheumatology HCP Activation

The Situation

Rheumatologists often viewed high RF as just another biomarker on a long list of lab values. What many didn’t realize is how significantly high RF levels can negatively impact RA patients.
 

The Solution

Our task was to shift that perspective. We concepted High RF Hurdles, an unbranded digital campaign that spotlighted the real struggles RA patients with high RF face every day. By framing these challenges as literal “hurdles,” the campaign made an abstract lab value palpable, showing doctors the hurt behind the numbers.
 

The Strategy
This campaign launched as part of a two-pilot series, run simultaneously with another digital concept with the same objective. Together, they flooded the market to maximize reach and generate insights on which approach would best resonate with rheumatologists.