At launch, differentiating R2 (REVLIMID + rituximab) as a chemotherapy-free option was important; however, to remain competitive against newer treatments, the brand’s messaging was modified to highlight R2 as an effective treatment that offered patients extended time without treatment without the harsh side effects of extended rounds of chemotherapy or alternative non-chemo options (e.g., Pi3Ks).
Collaborating with key marketing stakeholders around the globe, we lead a virtual workshop during the pandemic to capture country-specific insights and align on educational objectives. Once the winning concepts were identified, a toolkit with the approved messaging platform as well as unbranded and branded example ad layouts, banner ads, and social graphics were disseminated to launch country marketers.
Paired with an unbranded educational campaign educating on modifying treatment modalities to Pause the Return of Relapse, R2 secured the market share in 2L, becoming the new standard of care in the FL treatment paradigm.
Celgene / BMS