Amgen’s newest advertising for Enbrel features patients tackling RA challenges

Am­gen re­ju­ve­nates En­brel ad cam­paign as biosim­i­lars re­main side­lined

Am­gen wants to know who’s in? For En­brel, that is, in a new cam­paign fo­cused on the fu­ture for peo­ple with rheuma­toid arthri­tis and pso­ri­at­ic arthri­tis who say in TV ads: “I’m in for what’s next.”

The lat­est work evolves pre­vi­ous En­brel mes­sages, build­ing on pa­tient in­sights, said Wendy Lua, Am­gen di­rec­tor, con­sumer mar­ket­ing.

“We learned that pa­tients of­ten have con­flict­ing emo­tions. It’s a bal­anc­ing act be­tween griev­ing what was lost but al­so grate­ful in terms of what’s pos­si­ble in the fu­ture,” she said. “Pa­tients can feel op­ti­mistic, and they want to move for­ward, but some­times get held back by the chal­lenges of man­ag­ing their RA or PSA.”

Endpoints News

Unlock this article instantly by becoming a free subscriber.

You’ll get access to free articles each month, plus you can customize what newsletters get delivered to your inbox each week, including breaking news.