Eliquis

From pitch to category leader

ELIQUIS entered a crowded market defined by fear. We changed the narrative.

From fear to possibility.

We showed what life with Atrial Fibrillation could still look like—active, confident, grounded in clinical truth.

Built within a co-promotion model between Pfizer and Bristol Myers Squibb, aligning two organizations behind one voice.

The results?

• Became the #1 prescribed blood thinner in the U.S.

• Surpassed blockbuster status, generating $4B+ in annual revenue

• Established as a leading brand within BMS and Pfizer’s portfolio

One Idea. Scaled with a flexible visual system designed to bring consistency across broadcast, digital, and patient materials.