IIMBRUVICA is a groundbreaking oncology drug. It became the first agent to receive breakthrough designation by the FDA in 2013, which placed it under accelerated review as a treatment for patients with B-cell cancers (types of blood cancer). IMBRUVICA was the only therapy developed to treat B-cell cancers by inhibiting Bruton’s tyrosine kinase (BTK), which is found inside B cells. For healthcare professionals (oncologists, hematologists, oncology nurses, and researchers) to appreciate how IMBRUVICA is believed to work, they needed to better understand the role of BTK in B-cell cancers.

“The Storm From Within” website provided an in-depth explanation of the signaling pathways within B cells, including those mediated by BTK, that interact with the immediate surroundings of the cell (the microenvironment) as part of normal function. It further explained how dysregulation of these pathway interactions can cause and worsen B-cell cancers.

Disease education website, e-mail series, journal advertisements and advertorials, online banner advertisements, MOD video, and convention materials.

Website launch date – 3/19/14

Drivers to the current website include a print journal ad with CTA, which began running in mid-March, and an email blast launched 3/25, which generated a solid 5.9% open rate and 0.7% clickthru rate. A banner ad launched 5/1 and an advertorial launched in July.

Traffic: 3259 visits at one year. Number of pages per visit, 4.43, which is extremely high. 50% of the traffic is direct, either from typing the URL or using a bookmark.

Visitors remain on the site for a relatively long period of time (3+ minutes) and browse through over 4 pages of content, and 30% of users return to the site.