Client Challenges

Our phamaceutical client received subpart-H accelerated approval for a new drug, PEMAZYRE, less than a month into the COVID-19 Pandemic. While the drug serves an extremely small patient population, it was a high-visibility launch as this moved them a portfolio approach vs a single product company 
 

The product was approved with a companion diagnostic that required sudden behavior change for physicians, particularly those in the community setting, who previously had limited options to treating this disease and weren't accustomed to ordering NGS (next-generation sequencing) in CCA (cholangiocarcinoma)
 

Solutions

The client partnered with us  to develop a launch experience for a game-changing therapy amidst an uncertain environment. The COVID-19 pandemic put a halt to in-person selling for most oncology practices, but it a provided a new opportunity for our team  to rethink and adapt with new strategies to address our audience’s informational needs. ​

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By leveraging multiple sources of customer data, we created segmented tactics to address the unique educational needs of Healthcare Providers (HCPs )in both academic and community-based settings via targeted emails and landing experiences that focused on basic label information and/or the need for molecular profiling.

My Oversight + Implementation

Extrapolated on unfinished Branding while concurrently developing Unbranded as well as Branded sites and materials in expedited manner due to two-week legal review cycle.

• Synthesized market research to formulate

a campaign for launch 

• Successful readiness of all Day 0
– Day 120 materials. Rapid launch within 4 hours of FDA approval, covering websites, HCPs and sales rep materials (print, email, banners), patient support materials, and
social media.

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Results

• Exceeded expected NRx in 1st 2-months post-launch 

• ATU showed a marked increase in understanding and treatment exploration among oncologists