a small but powerful pill from xeljanz helps patients feel better

Pfizer / Wunderman Thompson

The flagship rheumatoid arthritis medication XELJANZ, from Pfizer, expanded into five indications under my watch. With the creation of a master brand strategy, multiple in-market campaigns, an ongoing global activation launch, 7 different CRM programs, and 2 sub-brands (Arthritis.com and TalkingUC.com), XELJANZ continues to punch above its weight in a category previously dominated by biologics.

Case Study