Genmab Activation - Unbranded
Oncology: DLBCL
Freelance Copywriter/Creative Director
Our target audience was DLBCL patients who have already undergone one or more failed treatments or experienced relapses. People who, at this point, are far from receptive to healthcare messaging.
Rather than doing a traditional pharma campaign, we proposed producing a documentary film to be called Road to Remission about this potentially watershed moment in cancer treatment through the eyes and experiences of DLBCL patients who could still hope for remission through the introduction of bisepcific antibodies.
Messaging and outreach was to consist of casting notices seeking DLBCL patients to run in print, online, and social media.
Approaching the audience not as a pharmaceutical company, but as a genuine documentary production company would allow us engage patients, care partners, and even HCPs in a different voice than typical pharma ads. Key messaging points could presented as background on the project, rather than as pharma claims in traditonal advertising. The same media an ad campaign would have appeared, but in a markedly different way. Patients, care partners, and oncologists were invited to participate and directed to a production website where they could provide contact information. An email follow up would provide instructions for recording short video submissions discussing themselves, their family, their experience so far with LBCL treatments, and why they would make good subjects for the film. In addition to effectively collecting high-quality opt-in CRM data, this allowed us to build a library of real patient stories to be used as material and for insights into future TV and social campaigns.
