Unbranded Lung Testing
Disease awareness campaign
The Problem
~4,000-5,000 patients are diagnosed with METex14 metastatic NSCLC each year in the US and may face poor prognosis as testing for this mutation early is not established procedure. Timely testing is critical.
The Goal
To create a strategic disease awareness campaign that highlights that METex14 is an important and actionable biomarker and should be part of the testing protocol.
Audience
Anatomical/Molecular Pathologists/
Oncologists/Lab Directors/Nurses/
Medical assistants
Skills
Art Direction, Concepting, Content Creation, Visual Identity, Digital Design, Video/Animation
Precision medicine is tailoring medical treatments to individual patients, ensuring they receive the right treatment at the right dose.
Precision medicine is where we want medicine to be.
It is a key evolution – it used to be about making the patient fit the treatment, but now it is about making the treatment fit the patient.
Dr. Ronenn Roubenoff,
Global Translational Medicine Head,
Musculoskeletal Diseases at the
Novartis Institutes for BioMedical Research
Campaign goal
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Increase awareness of the importance of using up-front, broad molecular profiling, including METex14
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Highlight the importance and urgency of METex14 testing to optimize first-line decisions for patients with mNSCLC
Strategic foundation
A proportion of patients who could benefit from targeted therapy are being missed due to low awareness of METex14.
Go broad to get precise. Patients deserve to know the genotype of the tumor before starting treatment.
Tone and personality
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Empowering
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Informative
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Direct
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Bold
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Urgent
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Cooperative
Web advert
