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Creative Director • Copywriter • Director

Repotrectinib HCP

Oncology:  ROS1 + NSCLC

Freelance Copywriter/Creative Director

Despite advancements, the standard slate of ROS1 first line TKIs left patients vulnerable to rapid disease progression due to resistance mutations and lack of CNS penetration. Augtyro showed enormous promise and significant improvement in both ORR and DOR when used as a first line TKI, but research made clear that HCPs were reluctant to diverge from established protocols. To break through HCP inertia, this campaign avoided typical patient imagery and spoke directly to HCPs in a way that reflected their professional standards.  We made the data the centerpiece of the work, while keeping competitive claims vs  standard first line TKIs subtle so as to make Augtyro's superiority clear without insulting HCPs who still relied on them.  

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