Biktarvy had made its mark on the HIV market: it is the #1 prescribed regimen for HIV, the #1 Insti, it’s DHHS recommended, has real-world data and zero cases of resistance. In light of a new modality (LAI) soon to enter the market, Biktarvy wanted to remind doctors that they are the simple, proven choice delivering peace of mind. Though my other concepts tested well, “Enough Said” rose to the very top - the swagger and confidence resonating strongly with HCPs.