Reinforcing Brand Attributes to Prepare for Launch of a Generic
In an effort to showcase our client’s commitment to the glioblastoma multiforme (GBM) community as they were preparing for the only branded oral first-line chemotherapy to go off patent, GCI Health created “Moments that Matter.” We enlisted baseball legend Ron Darling, former Mets pitcher, teammate and close friend of Gary Carter, who recently died from GBM, as a well-known face to deliver key messages about how GBM affects patients and families, and the importance of building a support network. In addition to securing close to 53 million impressions in top-tier broadcast, print and online outlets including MSNBC, CNN, FoxNews, Oncology Times, and reaching over 550,000 people through social media channels, the initiative helped to strengthen relationships with our client and the key advocacy organizations in this space, The American Brain Tumor Association, National Brain Tumor Society, Voices Against Brain Cancer and the Gary Carter Foundation.
Advancing Biomarker Testing with Pulmonologists and Pathologists
GCI Health developed, deployed and analyzed results of two surveys that explored how pulmonologists and pathologists involved in the care of patients with lung cancer use biomarker testing, the practice of testing a tumor for genetic mutations to inform diagnosis and treatment. Through tailored communications and targeted outreach to trade publications, the team reached more than 4 million pulmonologists and pathologists with important messages about biomarker testing. Through the survey, GCI Health helped its pharmaceutical company client build a strong relationship with a prominent third-party organization as a survey partner and as well as identifying opportunities to help improve upon and expedite current biomarker testing practices.