Enbrel's Value Chain Analysis

Main Message 

The main message of this idea was more grounded in pain, although the copy and the visual device at the end reinforced joint damage. It clearly communicated pain from RA and PsA, making it relevant to both indications, but a bit more focused on RA because there were no skin sores

I want patients to see more than pain but I think the zapping sound was the pain they are having when trying to do everyday activities

These are things that people should be able to do every day - cutting, writing, walking. That’s just normal

Link Between Pain and Joint Damage

Primarily communicated pain, and therefore the link between joint damage and pain was not prominent

I heard joint damage but saw people in pain and then how they can do basic

Everyone knows he uses Enbrel

I heard joint damage but saw people in pain and then how they can do basic things in life pain free after taking Enbrel. The visuals were about pain

Clarity of Creative Idea

Simple idea of how pain can affect patients doing even the simplest of activities. Positively, the opening frame with Phil cued Enbrel. Note, the resolution frame in the restaurant was not clear. If it was intended to cue the social stigma associated with skin symptoms of PsA, then it needed to be more overt in the initial problem frames of the spot

It showed the before and after of what people need to deal with

You know it’s an Enbrel ad because of Phil. Everyone knows he uses Enbrel

Why the restaurant? That part was not clear to me.

This idea was a distant second; doctors did not find this idea highly memorable or motivating as they did Damage Home

It’s not really different

Tone

This idea was seen as more typically pharmaceutical with a problem and resolution format and tone. Rheumatologists found it uplifting but not motivating

This is more optimistic. It’s not about disability

Less pessimistic but for that reason, I didn't’t find it as motivating or unique like I did the one before

Before Enbrel you are in pain and can’t do things you want to do and then with Enbrel you are feeling better physically and they are smiling

Main Message & Link between Joint Pain and Joint Damage

The main message centers around managing joint pain so that patients can be there for their loved ones. The link between joint pain and future joint damage was not as prominent of a message. While both RA and PsA were mentioned, the concept seemed to focus on RA, with some suggesting that Phil and his PsA were added in for brand consistency and indication of Enbrel

It is about treating the disease for other people in your life

Enbrel helps relive joint pain so the patients can get on with their lives. More about RA, because most of the story was about the mom

Urgency &