Using Media to Grow Oncology Brand Creating Patient and HCP Concordance

Challenge:

Grow launch brand in a crowded market; generics dominating share

Focus media efforts on HCPs as part of growth strategy with a focus on new patient starts and switches
Encourage patients to become more influential in their treatment journey
Orchestrate messaging consistent with segments, persuading HCPs to treat earlier

Deep audience analysis revealed oncologists have a “low urgency to treat” mindset, while patients struggle to get active treatment.
Determined HCP segments, delivered omnichannel sequential next-best action 3-part message strategy based on engagement
Specific messages are delivered in a cadence to persuade them through the consideration process
Most influential channels used in the journey required patients and caregivers to take a participatory role. Endemic channels, search, POC and online video drove patient awareness
Built a network of patient influencers and disseminate education through advocacy partners