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Case Study

External Disease Awareness Programs in Global Launch of New Rare Blood Cancer Therapeutic

200

attendees made-up of patient advocacy, industry R&D, healthcare professionals, media, and company employees

Events

Advocacy and Industry Focused Events composed of a “marquee” panel that would help draw an audience, and stood out as different from other competitive events at the medical meetings.

Leader

Recognized oncology leader amongst key stakeholder groups in development of launch of global product

Client Situation

As it prepared for a global launch of a new rare blood cancer therapeutic, an established biopharmaceutical company began to implement a program of select external disease awareness programs that included self-created and sponsored panel discussions held at major oncology conferences including ASCO, ASH, AACR, and EHA. The intent of these events was to underscore the company’s drug development leadership in this therapeutic area, communicate its anticipated approval/launch by focusing on relevant topics and position select company leaders as well as patients and advocates in front of patient advocacy organizations, industry research and development (R&D), commercial professionals, company employees and media.

The company recognized this as an opportunity to gain “mind share” among key groups who they knew would likely be in attendance at the conferences. The format of this event was a departure from the planned data presentations and would have added appeal, ensuring strong attendance.

Approach

Working within the scope of the company’s Patient Advocacy and Public Relations (PA & PR) teams, these groups decided upon the topics, speakers, logistics, target audience and promotion for each event. The goal was to create an event that held interest for a broad-based advocacy and industry audience, consisted of a “marquee” panel that would help draw an audience, and stood out as different from other competitive events at the medical meetings, with topics including “Creating a Global Patient Advocacy Infrastructure Supporting a Global Product Launch,” “Diversity in Cancer Clinical Trials,” and “The Power of Patient Story Telling.” In order to assure these events and topics had the potential for media coverage, invitations were extended for all media attending the conferences with the planning group selecting a prominent reporter/editor to serve as panel moderator.

Result

Every event attracted a diverse audience of nearly 200 attendees comprised of patient advocacy, industry R&D, healthcare professionals, media, and company employees with a series of articles ranging on topics from select industry media. These events created deep awareness and value for the company as an oncology leader among attending audiences, underscored them as an authority and resource on the topics being discussed, and brought attention to the upcoming global product launch in advance of the launch.

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