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.
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 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.