Shaping a Differentiated Story for a Precision Medicine Leader
Core Findings
Reframing the story CHANGES THE GAME
Unbranded campaigns can reset scientific narratives.
Differentiation DRIVES CLARITY
Showing why the science is unique helps HCPs see its value.
Creative makes it MEMORABLE
Bold visuals and simple language bring complex mechanisms to life.
Omnichannel ensures IMPACT
Consistency across digital, congress, and non-personal channels reinforces authority.
Situation
The menin category was becoming crowded, and competitors were defining the conversation early. Many physicians had only a limited understanding of the pathway, making it harder to separate signal from noise.
The challenge was clear: differentiate our client's science from the competition and simplify a complex mechanism of action into a clear, compelling narrative—all without product branding.
Solution
To build awareness, establish scientific credibility, and prepare the field for future therapies, an emerging biotech needed an unbranded disease education campaign that could reframe the story and highlight what made their science different.
Our creative platform set out to redefine how HCPs viewed the menin pathway.
- The campaign combined scientific storytelling with bold creative to make complex science accessible and memorable.
- Deployed across channels—digital hubs, congress activations, and non-personal promotion—the platform ensured the message was consistent wherever the audience engaged.
- Striking visuals and concise messaging set the work apart from category clichés and positioned our client as a trusted voice in the evolving menin landscape.
Results
The campaign helped shift the conversation around menin in AML.
HCPs walked away with a clearer understanding of the pathway—and the company's unique role
Congress activations drew attention and sparked dialogue, moving discussion away from competitor framing
Digital hubs and omnichannel placements amplified reach and credibility
The result was a repositioned narrative that moved beyond competitor framing and established our client as a credible, differentiated leader in the category.