Shaping the Oncology Market with Unbranded Disease Education
Core Findings
Educating early SHAPES MARKETS
Building awareness before launch defined the NRG1 fusion space and created category clarity
Creative storytelling SIMPLIFIES SCIENCE
Striking visuals and metaphors made a complex, invisible driver of cancer feel urgent and memorable
Consistency builds CREDIBILITY
A coordinated omnichannel approach ensured HCPs heard a unified story across digital, congress, and field touchpoints
Pre-launch education DRIVES ADOPTION
Establishing this emerging biotech as a thought leader early built trust and smoothed the path for branded success
Situation
An emerging biotech was preparing to introduce a therapy targeting a rare molecular driver of cancer. But before launch, the challenge was clear: awareness of this biomarker and the testing required to identify it was low, and the scientific narrative was still undefined.
Competitors were beginning to stake claims in adjacent categories, and without a clear story, there was a risk the field would remain confused about the science and the value of testing.
To prepare the field, the company needed an unbranded disease education campaign that could raise awareness, build credibility, and shape physician understanding of testing pathways.
Solution
RevHealth partnered to deliver a disease education platform that combined bold creative with a fully orchestrated omnichannel approach:
- Creative Concept: A metaphor-driven campaign highlighted the hidden but critical role of the biomarker, making complex science urgent and memorable.
- Digital Amplification: Targeted programmatic media, endemic placements, and search drove oncologists to an unbranded hub.
- Congress Presence: High-impact activations reinforced the message at oncology congresses, ensuring visibility where thought leaders gathered.
- Field Enablement: Modular resources were developed for future rep and MSL use, ensuring continuity from unbranded to branded launch.
- Data-Driven Sequencing: Channels were strategically timed and layered to deliver a unified story across digital, live, and peer-to-peer engagement.
Results
The campaign successfully defined the biomarker category before launch.
HCP awareness and interest in testing increased, with strong engagement across digital channels and visibility at congress
The bold creative established the client as a thought leader in the space, while the omnichannel execution ensured consistent reinforcement
By the time of launch, the market was primed, oncologists understood the importance of testing, and the scientific narrative was anchored by the client’s early education efforts