Goal

• Educate MDs/providers about HUMIRA as an adjunct to Methotrexate and DMARDs for first line of treatment for the arthritis spectrum

• Increase MD prescribing practices for HUMIRA (in a very competitive market) for the treatment of the arthritis spectrum (Rheumatoid, Axial Spondylosis, and Psoriatic arthritis)

Tactics

• JAMA – Cover spread

• Annual Spondaloarthritis Symposium – Keynote speaker deck

• HUMIRA 10 Year Anniversary – Door drop

Results

• Provider prescribing bumped up 10% at the time of this campaign

• HUMIRA held the #1 position in the biologics space for the subsequent year