Bayer Oncology Stivarga Launch
THE ASK
- Stivarga was the first product entry for Bayer in the oncology space in over eight years. Bayer needed to both establish itself as a player in the oncology market and launch Stivarga for the treatment of metastatic colorectal cancer.
THE APPROACH
- Work with Bayer to develop a multi-layered solution including pre-launch activities to establish Bayer as a recognized player in the oncology market and define the unmet need for oncologists.
- Launch activities included tactics to fuel excitement about the launch of Stivarga at Bayer and create awareness with oncologists.
- Just a few of the many launch components created were HCP and Patient brochures, magazine ads, a dose modification app, oncology portal and iPad sales aid.
THE RESULTS
- The tactics went over very well at Bayer and in market. There has been significant drug uptake by oncologists for patients with end stage colorectal cancer.