Within hematology, Higher Risk-Myelodysplastic Syndrome (HR-MDS) and Acute Myeloid Leukemia (AML) are diseases with a highly unmet treatment need. In response, an NJ-based pharmaceutical leader created an innovative new immune-modulating treatment that shows tremendous promise in the fight against myeloid disease.
While the new regimen offered an effective immunotherapeutic approach that addresses the lack of durable response in myeloid disease, aided and unaided awareness of the treatment among practitioners was very low—around 10%. The pharma giant turned to CMK to create a program designed to drive awareness and generate excitement about the new drug in advance of its launch.
CMK implemented a multi-pronged Disease Awareness Campaign aimed at delivering key messages to practitioners through multiple channels. They created a highly engaging website to house all pertinent information about the disease itself, treatment limitations and the drug’s mechanism in the body, followed by a robust media campaign that included banner ads, emails, paid search, videos and social media marketing.
Within six months, awareness soared to 60%, with total hits to the site approaching 20K. Today, the client is on pace to reach its goal of 80 – 100% aided awareness by the end of the year for what is expected to become the cornerstone of treatment for MDS/AML.