Kepivance is a truncated human recombinant keratinocyte growth factor (KGF). KGF stimulates the growth of cells that line the surface of the mouth and intestinal tract. When patients with blood cancers (leukemia and lymphoma) receive high dose chemotherapy and radiation therapy to undergo bone marrow transplantation, they usually get severe oral mucositis. Palifermin reduces the incidence and duration of severe oral mucositis by protecting those cells and stimulating the growth of new epithelial cells to build up the mucosal barrier.
The campaign was successful, helping Amgen exceed forcasted sales in excess of $30 million for the first half of 2006. Sales in 2009 were $109 million.
In the same year as its campaign launch, it received many industry awards. The campaign was also voted one of the top 40 most memorable campaigns from the last 4 decades in medical advertising by Medical Marketing & Media magazine along with such notable campaigns as Rogaine and Bix the Bulldog.
Amgen was bringing to market the first and only FDA-approved mucosal growth factor to help protect against the devastation of severe oral mucositis. The devastation can be so bad that physicians may put patients in a medically-induced coma for a few days to avoid the pain and discomfort associated with oral mucositis, a side effect of stem cell support or organ transplants.
How do you portray eating or sipping water as a major victory? How do you depict the feeling of devastation and pain caused by oral mucositis?
The mosaic campaign was the answer. Patients' lives feel shattered, and oral mucositis leads to nutritional problems as a result of inability to eat and increased risk of infection due to open sores in the mucosa.
A 12-page sales aid focusing on sections including overview, efficacy, MOA and dosing. By branding the sales call, a sales rep could easily explain the problem on the cover through a compelling visual, then on the next spread pay off the sales call with the efficacy statement.
Fold Out Tear Sheet
A tear sheet helped detail incidence of oral mucositis by grade and show how Kepivance significantly reduced the number of days patients experienced oral mucosiits.