UCB Nonbranded Rheumatology HCP Activation

The Situation

Millions of patients live with nr-axSpA, but many are never properly diagnosed. In fact, some rheumatologists don’t even believe the disease is real. Without early testing, patients are left to struggle through years of back pain, stiffness, and inflammation...without answers.

Our task in tactical planning was to educate doctors about the disease burden and challenge the dismissive mindset. So we did just that. Instead of a standard patient profile, we created something different, tactile, memorable, and impossible to ignore.

The Solution

The Inaction Figures: Meet Delayed Diagnosis Dave, Misdiagnosed Melissa, Bio-Naïve Nick, and Bio-Experienced Emily. These 3D figurines are stiff, immobile, and inflexible—unable to move a plastic muscle, much like real patients trapped in the clutches of nr-axSpA. Each figure was inspired by real patient stories, brought to life through Dopl’s 360-degree motion capture technology, 3D printing, and custom packaging.

The Result

A tangible reminder of the toll of delayed or missed diagnosis, built to spark conversation, challenge skepticism, and drive earlier recognition of nr-axSpA. And along the way, we scored an MM&M Gold.