With Keytruda as the biggest competitor to TECENTRIQ for appropriate lung cancer patients, we took a swing at their “Give your patients a key” campaign, pushing HCPs to break the habit of taking a “one-size-fits-all” approach to prescribing cancer immunotherapy.
The campaign was incredibly well-received internally and externally – even Genentech’s commercial head of oncology shared her praise with our team:
"This is right-sized for the unique times, competitive (!!!) and a clever use of competitive positioning to grab attention and remind customers of the value of TECENTRIQ. Well done to you and the team!" - Gina Chapman, Sr. VP, Oncology
