Mundipharma is a network of independent associated companies which are privately owned entities covering pharmaceutical markets in Asia-Pacific, Latin America, the Middle East and Africa with its headquarters’ in Singapore.
Challenges
For cancer patients with rare, advanced stage or any type of cancer, finding the right treatment, for the right patient, at the right time, is crucial to extend survival rates.
To impact treatment options for cancer patients, Mundipharma Pharmaceuticals Sdn. Bhd. (Mundipharma Malaysia) entered into an agreement with Caris Life Sciences® (Caris), a leading US biotechnology company to promote Caris Molecular Intelligence® (CMI); the first of its kind tumour profiling service that uses multiple tumour profiling technologies to decode many types of cancer.
Still relatively new in Malaysia and with only 15% uptake by oncologists, our task was to educate healthcare professionals and cancer patients on how this ‘game changing’ tumour profiling complements the standard of care for cancer patients for better outcomes.
Initiatives
We kicked off the awareness drive with a media tutorial to impart the “A-Z” about tumour profiling via the launch of the ‘Treat Cancer Smarter with Tumour Profiling’ campaign. Local and global experts shared how tumour profiling could assist oncologists and patients to choose the next best treatment to avoid lack-of-benefit therapies. This was followed up with an interview with a KOL on a local morning TV programme.
Leading dailies supported the campaign and Mundipharma received coverage with a PR value of more than RM 1 million.
