Levact had a narrow window of opportunity in the European markets for which Mundipharma had a marketing license. While waiting for a license for a new indication that represented 5 times the previous commercial opportunity it needed to shake off old misconceptions and pave the way for it’s new use in the blood cancer armamentarium. Our challenge was to get Drs to look at this drug again and ask questions that would lead to more fruitful conversations. Our strategy was simple, hook them with an intriguing, beautifully executed, promotional campaign that for the first time in a long time for Levact left oncologists and haematologists wanting to know more about a very old chemotherapy.

To succeed we needed to elevate the impression and salience of Levact beyond the chemotherapies they were already using day to day. The central image was created from 3500 objects bought from local cancer charities. Using these we created an image that could only be appreciated from a different angle. Like Levact, bringing order and humanity to the chaos caused by cancer and its treatments. This intriguing creative idea was designed solely to make clinicians stop, think and ask questions. To this end we avoided technical specifics that would close down the conversation to granular details and technical aspects of the drug.

While the campaign has shown to be successful within the terms of it’s own Key Performance Indicators Levact is still awaiting approval of the critical first line indication. It is therefore too early to judge the true financial benefit of the changes in physician interest and attitude towards Levact.