Roche is a global pioneer in pharmaceuticals and diagnostics focused on advancing science to improve people’s lives.
Challenges
In Malaysia, lung cancer is the second most common cause of death due to cancer, accounting for 4,088 deaths per year! A key challenge in the treatment of lung cancer is late diagnosis as patients do not show much symptoms until the cancer has advanced.
In view of this, PLC was tasked to launch a new cancer immunotherapy for lung cancer in Malaysia that helps our immune system fight cancer. Immunotherapy presents a viable treatment due to its low side effects and high tolerability profiles.
Initiatives
Besides the media tutorial, PLC arranged a separate session with a lung cancer patient who shared her journey battling the disease, enabling media to learn more about the benefits of immunotherapy.
The patient session aided Roche to receive coverage with a PR value of over RM1.5 million. Key media also featured the new treatment option for lung cancer patients in their respective publications.
PLC also teamed up with Roche for the HCP launch. PLC kicked off a special launch gambit – The 3D Shadow Dance. Global reps and audience were amazed by the projection which had an emotive storyline without losing the brand’s key message and promise.
