A Remarkable Approach to Driving Sustained Engagement
OurLabIsEverywhere.com is the central hub for a first-of-its kind content marketing campaign that appeals to the innate curiosity of rheumatologists in order to deliver the Enbrel brand message.
The site contains a growing variety of topically diverse, long-form articles, connected only by the mission of the site: to demonstrate that for Amgen, innovation is inspired by the everyday world beyond the walls of a lab. Now in year 2, the momentum continues to build with new content that’s keeping HCPs engaged, with time on site reaching as high as 11+ minutes.
Introducing Our Lab is Everywhere
Metrics of a Breakthrough Campaign
100,000+ banner click-throughs – 3.5X rate of industry norms
of visitors engaged in high-value actions
increase in high-value actions from first to second half of 2019
increase in time-on-page from first to second half of 2019
The following videos showcase how each of the site’s 6 stories unfold.
Story 1: Striving for Consistency with Self-Injection
Daily life is filled with experiences that have been meticulously engineered for consistency. Nowhere is this more apparent than in the consistent, repeatable self-injection experience provided by Enbrel’s AutoTouch device.
Story 2: Symptom Tracking Wises Up
There are tons of symptom trackers available, but is all the information they generate too much of a good thing? Enbrel’s Statwise journaling system cuts through the clutter to give doctors a clearer picture of their patients’ symptoms.
Story 3: Building a Better Button
Buttons are everywhere, but there’s a surprising amount of engineering that goes into each one–just like the button on Enbrel’s AutoTouch self-injection device.
Story 4: Getting a Grip on Injections
Inspired by the ergonomic design of everyday objects, Amgen designed its AutoTouch self-injection device to be comfortable and easy to use for patients with RA.
Story 5: The Evolution of Injection Devices
After decades of steady evolution, Amgen revolutionized the syringe with its groundbreaking AutoTouch self-injection device.
Story 6: Reevaluating Treatment in Psoriatic Arthritis