ZYKADIA (ceritnib) is a prescription medicine used to treat people with anaplastic lymphoma kinase-positive (ALK+) metastatic non-small cell lung cancer (NSCLC) whose cancer progressed while taking, or who couldn’t tolerate, crizotinib. This type of cancer is terminal.

The promotional ZYKADIA campaign sought to establish credibility and to differentiate brand from competitors.

The integrated campaign includes digital and print assets. ZYKADIA’s ‘I’m Ready to Reignite my Fight’ brand platform is bold and inspiring, offering energy to patients as they progress to a second-line treatment. The concept focuses on a single defiant person: like a “Mother Teacher Fighter.”

Reaction has been very positive from Novartis and the NSCLC community. That interest for the brand has maintained this rapid launch. For example, prior to the PDUFA site launching, with only a one-page, basic site online, the first script for ZYKADIA was filled!

This fully integrated campaign was conceived and developed in approximately 8 weeks: many of the assets were submitted in March 2014, FDA approval came in April 2014, with the first assets launching in May 2014. The full patient site went live in late October 2014. Overall, 9 tactics were ideated, created and launched within 3 months.

Key tactics include both digital and print assets. The ZYKADIA.com website contains three easy to navigate sections: about ZYKADIA, ALK+ NSCLC and disease progression, and treatment and support. A Patient Starter Kit, Conversation Starter and Nurse Call Script are available for download to help patients talk to their doctor about progression and give them a head start with treatment.

Additional assets include: banners drive traffic to the website, patient brochures were created to help to inform and email updates, which patients and caregivers can sign-up to receive information on programs and services regarding cancer.

While the campaign hasn’t been in market long enough to generate meaningful metrics, reaction has been very positive from both Novartis and the NSCLC community.

Anecdotally, the following example demonstrates both the high demand for and interest in ZYKADIA, and also the drive and determination of NSCLC patients in discovering new treatments to support their fight. The Senior Account Director responsible for the ZYKADIA campaign recalls:

“The initial 1-page site had launched and we were in the process of getting the PDUFA site launched. We were all sitting in a room at Novartis when the program manager at Novartis received an email announcing that the first script had already been written! That level of excitement and interest for the brand really highlighted the importance of this launch and kept us motivated throughout the remainder of the campaign.”