Oncologysts. It is clearly explained in the integrated film but these people are responsible for making people live longer with drugs. They attend conferences and have a lot of med-representitive interaction

Normal international healthcare rules applied. Including the ABPI code, also there are very strict criteria imposed by the client for any marketing materials. For the launch of the film at ASCO we were also bound by local product licensing restrictions the messaging was only allowed to be seen by non-US attendees. So all messaging text had to be removed from the big screen. The campaign film was therefore shown as part of a loop on the Merck Serono stand’s central big screen but without copy. However, the full version could be accessed through touchscreens and via augmented reality on the stand.

We were tasked with re-branding Erbitux – a treatment for head & neck and colorectal cancers – highlighting a new positioning based around the concept of 'visible tumour shrinkage'.

Our client wanted to engage with customers on a more emotional level to create a meaningful connection to the brand.

We produced a short film that communicated the new brand positioning by focussing on that moment just as a patient is told their tumour has shrunk, thus highlighting the kind of positive individual outcomes that Erbitux can deliver.

We wanted the campaign to reflect that all-too-rare moment when an oncologist can offer a patient good news, and remind our audience how it feels to see the joy and hope this news can bring reflected back at them, reminding them why they decided to become a doctor.

The film was used as an introduction to the new campaign for oncologists on e-Detailers and also on conference stands.

The main objectives were to engage our audience on a more emotional level, and to change the way they thought about efficacy measures in oncology. Traditionally, oncology products are assessed through ‘overall survival’ – a population-based measure that shows what percentage of a large group of patients survive as time progresses. While Erbitux had impressive data in this respect, the client wanted to highlight another aspect of the product’s efficacy – tumour shrinkage.

Tumour shrinkage is a tangible measure of efficacy and an individual outcome that can be assessed on a patient-by-patient basis, lending itself to a more emotional campaign.

The footage served a multi-functional purpose, having been incorporated across multiple communication channels including HCP congresses, internal training meetings, interactive screens, websites and digital sales aids.

This is a highly innovative approach towards marketing in an indication that tends towards the description of functional benefits in a rational way. It’s emotive without losing sight of the rational benefit that underpins it, and has real standout in the competitive landscape.

The line "this is what tumour shrinkage looks like" is versatile enough to be used on a bar chart or in a population study or a CAT scan or an x-ray. THESE ARE ALL cold harsh facts about what traditional Oncology advertising and promotional material do..... BUT the line is so thought through that the TRUTH IN "this is what Tumour shrinkage looks like" is written all over the face of the person sat opposite them. The reaction of the patient after the dealer in death gives out some GOOD news in cancer is what we want to celebrate. It doesn't work in all cancers because it isn't indicated in all cancers but in colorectal, stomach and head and neck this drug works.

When premiered to global marketing managers, the film was universally praised. Feedback confirmed that the objectives of the film as part of the overall campaign were met, and all markets without exception have adopted the film.

There has also been positive feedback from HCPs at congresses where the film has initiated conversations and promoted dialogue between client and customer.

Perhaps most importantly, it has stimulated discussion among doctors about the value of tangible, individual measures of treatment success (such as tumour response) compared with population-based measures (such as overall survival).

“It’s great. It’s very emotional. It ties the most important attribute of the product, which is efficacy, to an emotional image, which I like very much. It fits with the product and gives us an important edge over the competition as well.” (Regional Brand Manager)

A short film was the most effective way to tap into our audience’s emotions. Also the client's main marketing medium was congress stands where large screen films have a great impact.

We used an Alexa camera to capture expressions in high definition and slow motion. We also filmed using a shallow depth of field, placing greater emphasis on patients’ slowly changing expressions.

Cutting back and forth between our patients, we followed a basic three act structure of anticipation and anxiousness, followed by surprise and joy, ending with reflection and relief.

A bespoke soundtrack – for viewings where sound could be utilised – added to the emotional impact by mirroring the structure of the film with its slow build and crescendos.

Erbitux was a well-liked product but one without a strong brand image. Our audience knew what it did but not what it stood for. Communications in oncology tend towards the description of functional benefits in a rational way. To achieve our client’s aim of engaging our audience on an emotional level, we needed to place the functional benefits of Erbitux in a more human context using the concept ‘See the Difference’.