(ALK+) non-small cell lung cancer (NSCLC) is treatable but not curable and the most recent improved treatment, crizotinib, saw most patients developing resistance within 12 months and then showing disease progression.

The FDA awarded breakthrough status and fast-tracked approval for ZYKADIA to be available in April 2014. This next step in treatment could ease suffering and improve quality of life.

This healthcare professional campaign, inspired visually by illustrator MC Escher, asked physicians to take treatment further and to put sustained response in motion.

The lungs, representing the disease state of anaplastic lymphoma kinase positive, morph seamlessly into footsteps, indicating that with ZYKADIA, patients will be able to move on and live their lives.

As a result of the campaign, launched in the U.S. in April 2014, the number of new patients on ZYKADIA treatment quickly met projected forecasts.

Because the FDA fast tracked approval for ZYKADIA, which offered hope for extending life for NSCLC patients if progression could be detected earlier, we implemented a fast, high impact approach to oncologists and other healthcare professionals.

The image of the lunar cycle with a superimposed tumor scan was woven throughout the campaign elements which launched simultaneously, including:

• E-banner ads placed on key medical organization sites to drive traffic to the unbranded portal

• An email campaign to oncologists with a portal link.

• Print brochures and an ad that supported all offline efforts and was also shared with oncologists at relevant medical meetings.

Under the headline, “A Lot Can Happen in a Month” the campaign inspired new behavior and offered the possibility of giving back precious time to patients. Qualitative research with key opinion leaders indicated this concept resonated strongly with oncologists.

The campaign has delivered both in building awareness and in encouraging rapid adoption of ZYKADIA.

• The ZYKADIA campaign has surpassed estimated engagement by more than 150%.

• The campaign has been adopted by 100% of the nations where ZYKADIA has been approved.

• The number of patients on ZYKADIA treatment in US has met projected forecasts for new patients.

• Favorable recall testing (awareness and attitude study pre and post launch) has indicated the campaign is a standout and has led to greater recognition of the product and its promise.