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
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
Increase awareness of the importance of using up-front,
broad molecular profiling, including METex14Highlight the importance and urgency of METex14 testing to optimize first-line decisions for patients with mNSCLC
Tone and personality
Strategic foundation
Go broad to get precise. Patients deserve to know the genotype of the tumor before starting treatment.
Go broad to get precise. Patients deserve to know the genotype of the tumor before starting treatment.
Empowering
Informative
Direct
Bold
Urgent
Cooperative
