THIS IS MORE THAN HOPE
Patients diagnosed with non-Hodgkin lymphoma are told they’ll achieve remission with first-line chemotherapy. But about 50% of them don’t, as their cancer resists treatment after treatment. They are running out of options–hope is no longer theirs to have. 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 3rd-line patients something more than hope––it can give them a chance for complete remission. With a strategically choreographed ecosystem focused on messages of empathy and hope, we are able to provide patients with the resources they need to fight for their survival.
Our goal was to give patients not only hope, but a chance for real remission. Together, with patients and oncologists, we are all succeeding.
The developed campaign is a glimpse into a private moment, when a patient receives the news that they are in remission. This raw snap shot of emotion encapsulates the moment our patients want so dearly for themselves. It helps them believe, they too, can have this moment. With YESCARTA, hope can be tangible and safe once again.
THE POWER OF PATIENT SELF ADVOCACY
Despite a very small audience, only 8,400 potential patients in the U.S., YESCARTA made an outsized impact. These numbers represent more than campaign results—they represent lives saved.
PATIENT POPULATION: 8,400
UNIQUE SITE VISITS
EDUCATE AND INSPIRE
A variety of targeted tactics give patients the motivation and information they need to self-educate about CAR T-cell therapy.
A HUB FOR HOPE: YESCARTA.COM
The website functions as a hub for engagement with tools to educate patients on their treatment options, and resources to facilitate productive conversation with an oncologist about a treatment referral.
AN OPPORTUNITY TO CONNECT: SOCIAL OUTREACH
Social posts create an opportunity for repeat communication in a setting where patients are willing to engage. Video and animated posts inspire continued interaction and quickly help patients understand how to take the next step.
STORIES OF HOPE AND HUMANITY: REAL PATIENT TESTIMONIALS
Video content featuring real YESCARTA patients sharing their own stories of hope and survival are shared through social media and display ads to make a relatable connection and drive patients to the microsite.
TOOLS TO UNDERSTAND TREATMENT OPTIONS: PATIENT BROCHURE
An intuitive brochure helps patients understand how YESCARTA is different and when it could be an option. Since the NHL treatment journey can be complex, a patient-friendly treatment algorithm explains the different options available in each phase of therapy. This information helps patients understand when it’s appropriate to start requesting YESCARTA.
PROMOTING THE CONVERSATION: THE DOCTOR DISCUSSION TOOL
To help patients discuss CAR T-cell therapy as a treatment option, the Doctor Discussion Tool provides questions to guide the conversation and remove barriers for a referral to an Authorized Treatment Center.