Case Study: Regeneron boosts COVID-19 treatment awareness with IPNY's unbranded mAb campaign

Regeneron boosts mAb awareness 10% in 10 weeks with IPNY

The customer Regeneron, a maker of a monoclonal antibody treatment, faced the challenge of building broad awareness for this new COVID-19 therapy and motivating newly diagnosed, high-risk patients to act quickly within a limited treatment window. They engaged the vendor IPNY to create an unbranded campaign that would break through public emotional numbness and drive patients to seek treatment.

IPNY developed an integrated campaign using television, digital, social media, and Spanish-language radio. The strategy employed neuropsychology principles to overcome fear and motivate action by allowing viewers to project into the stories of others. The campaign directed people to a dedicated website that emphasized urgency. IPNY's work resulted in overwhelmingly positive outcomes after just 10 weeks, with nationwide awareness increasing by more than 10% and treatment re-ordering in key markets soaring up to 500% above pre-campaign levels.

Regeneron