While patients are motivated to see Rheumatologists because of pain, Rheumatologists are motivated to, of course, manage pain, but more importantly manage future functionality and mobility, thereby stemming the debilitating effects of this disease. As one physician said “for the most part when they come to me the pain is under control because that’s what the primary care physician has worked on, I’m very concerned with preventing future disability. We don’t have a cure, but there are things we can do to prevent disability.”
With this in mind, it is no wonder that the Damage House concept was perceived as arresting and compelling to Rheumatologists. Not only was it strong relative to other ideas, but it was seen as powerful Enbrel-sponsored …show more content…
Importantly, it gave consequence to joint damage in a way that patients could and should care about. So instead of just describing what the link between pain and joint damage could potentially be, it described why patients should care about joint damage. No longer was joint damage a conceptual idea based on what was happening inside the body, it illuminated what could happen to way of life by creatively illustrated scenarios where patients in their own home might experience a more disabled life. Physicians believe the key to living successfully with RA/PsA is preventing disability vis a vis therapy that protects joints from future damage, and this idea underscored consequence in a way that could motivate joint protection. This was a highly compelling spot for doctors and they believed that it would motivate patients as well.
However, most admitted this idea was a scare strategy (albeit an important one) and that it created an alarmist and overly pessimistic view of the future, without showing potential life on Enbrel.
To soften the alarmist tone, the idea might be enhanced with a few scenes of resolution in order to communicate that ’life can be better than this.’ Not only would this balance the vibe of the spot, but it would carve out a more heroic role for Enbrel.
Consider using the idea of Damage House in other integrated communications as this could help elevate the brand above
With this in mind, it is no wonder that the Damage House concept was perceived as arresting and compelling to Rheumatologists. Not only was it strong relative to other ideas, but it was seen as powerful Enbrel-sponsored …show more content…
Importantly, it gave consequence to joint damage in a way that patients could and should care about. So instead of just describing what the link between pain and joint damage could potentially be, it described why patients should care about joint damage. No longer was joint damage a conceptual idea based on what was happening inside the body, it illuminated what could happen to way of life by creatively illustrated scenarios where patients in their own home might experience a more disabled life. Physicians believe the key to living successfully with RA/PsA is preventing disability vis a vis therapy that protects joints from future damage, and this idea underscored consequence in a way that could motivate joint protection. This was a highly compelling spot for doctors and they believed that it would motivate patients as well.
However, most admitted this idea was a scare strategy (albeit an important one) and that it created an alarmist and overly pessimistic view of the future, without showing potential life on Enbrel.
To soften the alarmist tone, the idea might be enhanced with a few scenes of resolution in order to communicate that ’life can be better than this.’ Not only would this balance the vibe of the spot, but it would carve out a more heroic role for Enbrel.
Consider using the idea of Damage House in other integrated communications as this could help elevate the brand above