MUSE Gold

2022

Yescarta 'More Than Hope' Social Media Campaign

Entrant Company

AbelsonTaylor

Category

Social Media - Healthcare & Pharma

Client's Name

Kite Pharmaceuticals

Country / Region

United States

Patients diagnosed with non-Hodgkin lymphoma (NHL) are told they’ll achieve remission with chemotherapy. But about 50% of them don’t, as their cancer resists treatment after treatment. They’re running out of options…and hope. They need a reason to believe complete remission can still exist after treatment failure. YESCARTA is the first CAR T-cell therapy approved for NHL. It can give patients something more than hope––it can give them a chance for complete remission (more than half of patients obtain complete remission). With a strategically choreographed ecosystem focused on messages of empowerment and hope, we are able to engage with patients, give them the tools necessary to advocate for themselves, and give them back the hope they desperately want in a therapy that has been proven to deliver most patients complete remission. • With an incredibly small patient target audience (approximately 8,400 potential patients in the U.S. qualify), it was very challenging to not only identify and reach these patients and their caregivers, but to educate them on their disease, the options that may be available to them, and how to advocate for themselves. Most NHL patients are treated in the community hospital setting where they rely on their community oncologist for treatment advice. Community oncologists may not be too familiar with CAR-T cell therapies, or desirous of attempting to continue treatments available in the community that do not have high rates of success. The only way to overcome this was to provide patients the information and resources needed to be empowered to advocate for a change in their treatment plan. By providing these patients with the necessary tools and information, they became empowered to have that potentially intimidating conversation with their community oncologist, to challenge their treatment recommendation, request a referral for YESCARTA or obviate their community oncologist altogether and refer themselves to an Authorized Treatment Center so that they can have the best chance for remission.

Credits

Tristen George
Rich How
Tarah Sperando
Sean Piper
Sarah Alexander
Lee Skulark
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