Insight on Marketing CAR-T Therapy
Barry Schmader Shares Oncology Marketing Wisdom
Each month MM&M asks four executives to share their thoughts on a topical question facing healthcare marketers. October’s topic featured oncology marketing with the following question: CAR-T therapy, the latest innovation in oncology, represents a new type of treatment. What should marketers keep in mind as they begin to market this therapy? Barry Schmader, Chief Creative Officer, weighed in.
The intensity of interest in CAR-T therapies is a marketer’s dream — because the therapy has the potential to transform treatment of cancer and even to provide a cure. This is all very heady stuff, especially in cancers for which there has been limited progress in improving outcomes. While this makes a compelling label, it is important to remember that we are still in the early days for this therapy. The indication for the first CAR-T therapy is restricted to a tiny subset of cancer patients — about 500 patients a year — and is not available to the vast majority of patients with cancer. As marketers, we must tread a careful path recognizing the importance of this groundbreaking therapy without creating unrealistic expectations, which, if not met, have a history of turning a marketing dream into a marketing lesson.
Head to MM&M to read the full article and read how other executives responded to this interesting topic.
About Elevate Healthcare
Elevate is the only agency specializing in helping guide healthcare challenger brands—biopharma and medical device brands that need to overcome more powerful competitors, market limitations, and internal obstacles to achieve their full potential. Based in suburban Philadelphia, Elevate was founded in 2016 by two successful former healthcare agency presidents, Lorna Weir and Frank Powers, as a new kind of agency, purpose-built to serve clients in the current challenging and dynamic healthcare marketing landscape.