PHESGO is a subcutaneous injection for the treatment of HER2+ breast cancer
The audience.
Patients receiving intravenous treatment for their HER2+ breast cancer and who might be interested in a faster treatment option.
Healthcare providers who prescribe treatment as well as those who administer the injections or IVs.
The challenge.
There are several treatment options for this condition and many oncologists prefer to stick to what they know works, rather than switching to something new.
The ask.
Get more patients to switch to PHESGO by highlighting the improved administration time and unique formulation.
PATIENT RTB
Get the same results with shorter treatment days.
JUST 5 MINUTES
The treatment days for patients with HER2+ breast cancer usually last hours. But getting PHESGO only takes about 5 minutes. That time difference adds up.
This time benefit was the focus of most DTC tactics, including patient emails and point-of-care videos.
HCP RTB
Same effective antibodies in a formulation that offers faster administration.
Helping HCPs consider patient preference
HCPs use what they know works, even if other options become available. To convince them to consider switching their patients, we highlighted the formulation and administration benefit. We also used data that supports patients preferring a subcutaneous option over an intravenous one.
Nurse admin quick hit
Relevant, high-level treatment information and dosing schedules
Easy-to-scan administration instructions
Book-ended with key HCP RTB and website driver