xeljanz Turning point

The Turning Point campaign highlights the pivotal moments in patients’ lives where Xeljanz can make a difference. The visual centerpiece, a bold “X” in the corner, symbolizes these moments of change and empowerment. To bring the campaign to life, we produced a web series, Turning Points, featuring a host-led conversation with key opinion leaders (KOLs) discussing the impact of Xeljanz on both ulcerative colitis (UC) and rheumatoid arthritis (RA).

The campaign extended across multiple HCP touchpoints, including leave-behind materials, visual aids and a revamped website, reinforcing the message and providing practical resources for healthcare professionals.

At the European Alliance of Associations for Rheumatology, the XELJANZ booth stood out by putting real patient impact front and center. Hand-printed signage, created live by an artist whose life and creative career were reignited by XELJANZ, told a powerful story of returning to passion and possibility. Clear, engaging messaging, interactive experiences, and a full-service café invited attendees to stay, connect, and explore—making the booth one of the most talked-about destinations on the floor.