Hoffmann–La Roche, a global pharmaceutical and diagnostics firm, together with Chugai Pharmaceutical has developed Tocilizumab, a drug for the treatment of Rheumatoid Arthritis (RA). They were preparing for the European launch under the trade names Actemra and RoActemra, at the European League Against Rheumatism (EULAR) event in Copenhagen, Denmark. Actemra is a humanized monoclonal antibody against IL-6R (interleukin-6 receptor) used as an immunosuppressive drug. It is the first drug to block the receptor, making it a new treatment approach for rheumatoid arthritis. RA, a disease characterized by chronic joint inflammation, pain, and fatigue, can have a major impact on quality of life. The challenge was to familiarize physicians at EULAR with the day-to-day struggles and emotional adversity that RA patients face. Alongside this, Actemra was intended as the main focus, showing Roche's innovation and commitment to Rheumatoid Arthritis.
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Over 1,500 medical professionals at the EULAR congress intensely watched the emotional simulation with great interest at the Roche booth, after which they then proceeded to directly to multimedia education sessions about Actemra.
Our team understood that along with presenting scientific and medical data about Actemra, Roche needed an out-of-the-box idea that would cause an emotional reaction from the participating physicians.
Theatrical depictions of life at home with Rheumatoid Arthritis exposed the viewers to the daily frustrations faced in the most private environment –the home.
Meet Jane, Calvin and Beth - three characters all suffering from RA. In a private home setting, the professional actors performed sketches of daily tasks. As they acted out scenes on the stage, their thoughts, feelings and RA-related frustrations were projected on a large screen.

Increasing Physicians’ Identification with RA Patients
Producing these theatrical depictions of life with RA was a complex endeavor and a congress first. The audience watched our characters complete seemingly simple daily tasks at home, (i.e., preparing breakfast, shaving and getting ready for work). Simultaneously, the characters' memories of easier, happier times were screened in a sophisticated media presentation, strategically placed at the center of the booth.
A compelling combination of emotion and science, the Roche booth experience continued with interactive multimedia stations that offered detailed clinical and medical information about Actemra and the benefits it brings to RApatients.