Best Pharmaceuticals Integrated Ad Campaign

When someone is newly diagnosed with lung cancer, they may feel completely overwhelmed and lost—as if they’re in a maze. Thanks to scientific advancements in treatments, there are now options that can help people live longer than ever before. In fact, when people find out their lung cancer has a specific mutation, EGFR, their spirits are lifted. That’s because there are first-line treatments, known as tyrosine kinase inhibitors (TKIs), specifically designed to target the EGFR mutation. Over time, however, their cancer becomes resistant to TKI and progresses.

If a patient’s cancer tests positive for the T790M mutation, TAGRISSO is a treatment that can open a whole new path. TAGRISSO is the only therapy that targets EGFR+ lung cancer with the T790M mutation. This gives people with lung cancer the promise of a next step. Understanding progression, the importance of getting tested for the T790M mutation, and treatment options are a critical part of the patient journey.

For print, publications commonly found in doctor’s office waiting rooms were strategically chosen. And our-hyper targeted media strategy used a custom Crossix model to segment our target audience online. The campaign video empowers people living with lung cancer, and their loved ones, to be proactive and initiate a conversation with their doctor about what to do next—specifically taking a test for T790M and asking about TAGRISSO.

Contributors:

Marketing Director, Lung Cancer Franchise:	Evan Hicks
Associate Director of Consumer Marketing, Lung Cancer Franchise:	Lise Hall
Consumer Portfolio Marketing Manager, EGFR Franchise:	Kay Bayne
Promotional Regulatory Affairs:	Robert Quinn
Promotional Regulatory Affairs:	Marla Guse
SVP, Managing Director:	Lesli Timpanaro
VP, Account Director:	Joanna Hass
VP, Group Account Supervisor:	Maria Colicchio
EVP, Creative Director:	Michele Monteforte
SVP, Group Creative Director:	Matthew Sherwood

PATIENTS & PURPOSE

Location: United States