• Our creative idea sprang from the compelling story of Dr. Carolyn Jacob, a Harvard-trained dermatologist who both prescribes HUMIRA and is a HUMIRA patient herself.

• Dr. Jacob’s narrative resonates with patients who are engaged by her personal story and motivated by her experiences as a dermatologist:

o They relate to her as a patient because she’s lived with psoriasis and knows firsthand the impact of living with the disease

o They trust her as a dermatologist because she’s seen the benefits of finding the right treatment with her own patients

• Dr. Jacob’s personal and professional success with HUMIRA created a passion for the brand that was palpable and genuine, making her the perfect patient advocate and brand ambassador.

• What she needed was a platform to reach beyond her own patient population - we created that platform in a multichannel ecosystem that allowed her message to reach millions of patients.

• A first-in-class partnership with a nationally syndicated, high profile television show, The Dr. Oz Show, delivering a breakthrough platform intersecting mass media, content syndication and social amplification

• The show provided a launchpad for the brand’s key opinion leader to elevate her presence in a way that resonated with viewers

• The Dr. Oz Show television show and affiliate digital properties provided a forum highlighting the seriousness of psoriasis in a relatable way

• Dr. Mehmet Oz’s personal interaction with Dr. Carolyn Jacob as the brand KOL was a critical catalyst for providing that spotlight elevating both the condition and our messaging in a way that was empathetic and authoritative.

• A :60 HUMIRA spot and broadcast billboards (redirecting patients to brand.com) ran on-air

• The show’s social posts were used to publicize Dr. Jacob’s segment

• 3 “Ask the Expert” editorial videos featured on DrOz.com with Dr. Jacob as the expert, affording further syndication opportunity

The program reached millions in a relevant forum:

The Dr. Oz segment had 1.5 million viewers and an additional 5k views online during the first week.

The Ask the Expert video web series featuring Dr. Jacob had almost 11,000 views during the first week on Sharecare.com and Dr. Oz.com.

Brand Site Engagement Increased:

Brand.com site traffic to the psoriasis splash page increased 30% post Dr. Jacob program launch

Dr. Jacob’s personal story became the highest viewed patient testimonial on brand.com.

Yielded a 79% increase on the downloads for the Doctor Discussion Guide

Consumer Recall and Understanding Improved:

Brand recall was strong, with 7 in 10 or more mentioning the brand on an unaided basis.

About 9 in 10 viewers of the online videos clearly identify psoriasis as the condition treated, an increase from 3 in 10 core, and 1 in 10 casual / non-viewers.