The Situation

After more than 15 years on the market, CIMZIA faced an uphill battle: doctors were on autopilot. Rheumatologists relied on the same go-to TNFis they’d prescribed for years. And to be fair, for many patients, those treatments worked well enough. But for others, those “go-tos” simply weren’t the right fit. The challenge was to disrupt this one-size-fits-all mindset and stand out in an increasingly crowded category.
 

The Solution

The Right Fit campaign was created to jolt doctors out of autopilot. Using simple but striking metaphors, it showed how “one size does not fit all.”
 

Our Role

While we didn’t concept the campaign, we stepped in as it was being pitched, leading initial research and production, then taking full ownership of the brand. Since then, we’ve driven all campaign expansions and evolutions, ensuring The Right Fit continues to resonate and deliver impact.