Widespread, off-label, intravitreal use of a much cheaper drug for the treatment of cancer was the challenge facing Lucentis. The cornerstone of the campaign had to be the robust, unchallenged evidence base for the licensed drug, but it also needed to link that wealth of data with the security it afforded each individual treated. The resultant 'Strength in numbers' campaign made a positive case for Lucentis based on its strengths rather than dwelling on the competitor's weaknesses.