SYNRIBO HCP CAMPAIGN
PRINT | DIGITAL | INTERACTIVE
A new drug with a unique mechanism of action was on the horizon giving adults with chronic or accelerated phase chronic myeloid leukemia (CML) a new treatment option.
THE ROLLOUT
Our task was to launch SYNRIBO into a heavily competitive market, making it vividly clear to physicians that they now have a unique treatment option for their patients with CML. Powerful campaign imagery put the physician directly in the driver seat, taking control of their patients' treatment.
Taking things very literal, we "rolled out" the new campaign into the market with a bang. We took full advantage of TEVA's digitally savvy sales team and developed the comprehensive tools they needed to launch a successful new product. We launched the new campaign at ASCO, one of the largest oncology trade shows in the nation, using multiple digital tactics that highlighted the campaign and provided a fluid way for HCPs to interact with the new treatment option for CML.
SUPPORT ALONG THE WAY
Synribo not only offered a new treatment option for CML, but soon after launch, they were determined to make self-administration available to patients. Gaining a true understanding of the breathe of patients on Synribo and honing in on their needs, led to the development of an extensive support program that provided them with all the tools they needed for prescription delivery, administration and continuous support through the life of their treatment.
