Biogen Idec: AVONEX

Biogen Idec: AVONEX

Multiple sclerosis is complex, but preserving physical functionality can be less so: a study showed 80% of patients taking AVONEX remained fully functional after 10 years.
To get the word out, the strategy was simple: engage healthcare providers on multiple levels to address patient identification, diagnosis and the measurements of success. Havas Life New York subverted the traditional one-way communication convention presence by creating a 100% interactive booth experience. This strategy promised maximum physician engagement with and retention of long-term patient functionality messages. The booth experience was brought to life in 4 main substations: a video/touch screen diagnosis tool, a virtual animation hall that showcased all the levels of physical functionality, and a “test your knowledge” quiz.  A print campaign, advertisements and advertorial bolstered the campaign. But most popular among physicians was the unbranded EDSS interactive desktop application doctors were given at the booth to use in their daily patient interactions.