ZEJULA

ZEJULA is a new, once-daily, oral medicine used for the maintenance treatment of women with recurrent ovarian, fallopian tube, or primary peritoneal cancer when their cancer comes back. It was developed by TESARO, an oncology-focused business within GlaxoSmithKline (GSK).

Considerable patient research was conducted to help launch this new type of oral treatment, and TESARO engaged multiple ad agencies that specialize in pharmaceutical marketing to help them develop a message and creative strategy that would personally speak to women who’ve spent years battling recurring cancer. But creating a message strategy that was personally compelling yet empowering for patients proved to be a difficult assignment.

One of the agency’s contracted by TESARO approached Set of 1 to help uncover some new insights within all that patient data and translate them into effective messaging and creative concepts.

Set of 1’s recommended positioning, creative concepts and suggested patient engagement strategies became the core foundation for ZEJULA’s successful launch.