With Biosimilars (biologic version of a 'generic' medicine) becoming more prevalent in the Biologic marketplace, insurance companies are beginning to battle with physicians on whether or not to honor their treatment choices on the basis of what becomes cheaper to cover.
With this as the problem, Finely Tuned was created. A campaign to help blunt the rise of biosimilars by creating awareness for patients who are the most directly affected by these price wars.
My task was to lead a team in the concept development, execution and roll out of various tactics that would help maintain this campaign over the next year. Mediums for execution included iPad sales aides, websites, web banners, several intimate portrait films, script development, casting, production sourcing and planning.