Unbranded rheumatoid arthritis campaign based on insights from market research—patients interviewed were asked how they felt about their current RA treatment. Many responded that they were doing fine. When asked to attach a number from 1 to 10, the vast majority came back with a 5 or 6. That led to the question: well what if you could be an 8? This campaign allowed the patient to ask him/herself: could I do better? —and more importantly, get them to start a conversation with their doctor.