Xospata Launch Core Creative
Healthcare professionals value feeling like superheroes, but the ultimate goal of treatment is to benefit the patients. Instead of focusing solely on the disease, we shifted our focus to what truly matters to both HCPs and patients—time. The challenge was to launch a new treatment for FLT3+ AML by adapting global creative to fit the Canadian regulatory environment while preserving the powerful impact of the original core creative.
GLOBAL CORE CREATIVE: “Even with treatment, AML isn’t stopping; this creative exaggerates the effect of the drug.” — PAAB feedback
CANADIAN CORE CREATIVE: The train theme maintained but changed to reflect positivity around a patient's "next stop" in their journey.
Patient Support Program Development
XOSPATA was a promising treatment, but although Astellas wanted to create a PSP that was optimistic, they were wary of promising too much.
