Astellas Oncology is currently in the midst of launching Xtandi worldwide. Xtandi is a novel treatment for late stage prostate cancer, with extraordinary survival data and a unique mechanism of action. Astellas has been working very hard to assemble a solid oncology global team to launch Xtandi. Although recruiting efforts worldwide have been very successful, due in part to the industry buzz regarding the blockbuster potential of Xtandi, the situation in Latin America was quite different. Astellas is a brand new player in Latin America, and thus, the company has no credibility or influence in the continent. This impacts hiring, reimbursement and traction in the marketplace, thus sabotaging a successful launch in Latin America for Xtandi.

The objective was to educate potential sales reps, doctors, insurers and government personnel about Xtandi’s critical survival advantage over other therapies, and to introduce the company behind Xtandi.

We created a magical postcard, which, when exposed to direct sunlight, revealed the incredible survival data of Xtandi vs placebo. The unprecedented technology especially developed of this project invariably created a “wow” factor for the viewer, presenting Xtandi as a unique product, and Astellas as a breakthrough pharma company.

The striking creative effect was stunning. The Xtandi solar postcard would be presented in the initial conversation between an Astellas employee and a payer, HCP or potential hire. The question “What do you see?” would be asked, and invariably, the answer from the user would be “a survival outcomes graph”. The Astellas employee would then explain that Astellas is a breakthrough company dedicated to discovering novel cancer therapies, such as Xtandi, and that the motto of the company is “Leading Light for Life”. Then he would challenge the user to expose the card to direct sunlight. Magically, incredibly, in full color, the Xtandi data appears, displaying the impressive 37% increased survival advantage of Xtandi vs placebo.

This effect naturally triggers a conversation, and the Astellas employee, having effectively “broken the ice,” can satisfy the curiosity of their target about Astellas and Xtandi.

The use of this tool is still ongoing.

The campaign is still ongoing, and the results have been staggering:

-Astellas was able to hire their commercial team two-months ahead of schedule, thus getting a head start on training and development.

-Headhunters and recruiters mentioned that the Xtandi solar postcard has caused a “switch” in potential candidate’s mind, and more than once was responsible for a candidate to “take a leap” and join the Xtandi team at Astellas.

-The Astellas medical team was assembled on time with a skilled group of experienced talent from competitors such as Pfizer, Janssen, GSK and Roche.

-Astellas has received government approval and reimbursement in Argentina, Chile, Colombia and Venezuela. The solar postcard facilitated the dialogue and promoted rapport between Astellas and the respective governments.

-Astellas-sponsored events have been attended to capacity, as illustrated in the ASCO-GU symposium held in Buenos Aires in April 2014.