Adam Goldstein

DLBCL patients who have relapsed or failed treatments are physically and mentally exhausted. They are desperate for answers, but turn to forums and message boards for information, rejecting pharma ads as "false hope." So we created a disarming, wry campaign that spoke to them not as patients, but as people -  educating them about bispecifics in a wry, relatable terms. In testing, participants praised the “very different” tone of voice and unconventional explanation. One gentleman even stopped to thank the moderator, saying that for once he had actually learned something “in one of these things.”