LIBTAYO (cemiplimab-rwlc) Patient Marketing Team
Regeneron and Sanofi Genzyme
Agency Partner: Snow Companies
Team Members:
Sandra Graham-Mason, Director, KOL Management, LIBTAYO Marketing, Regeneron Pharmaceuticals Inc.
Michael Tonzola, Associate Director, U.S. LIBTAYO Marketing, Sanofi Genzyme
A Patient-Forward Approach
There are many challenges for patients and their caregivers when faced with a dire diagnosis. This is especially true for the rare, advanced cases of a common disease—many questions, few answers. Regeneron and Sanofi Genzyme have built an alliance to bring forward LIBTAYO (cemiplimab-rwlc) to address this unmet need for patients and their families who are looking for answers. This alliance patient marketing team, consisting of Sandra Graham-Mason of Regeneron and Michael Tonzola of Sanofi Genzyme, has championed a patient-focused approach throughout their go-to-market strategy.
Both Sandra and Michael have applied their vast experience in pharma marketing to formulate tactics that invite patients and caregivers to provide real-world narratives into what it’s like living with a serious diagnosis and undergoing treatment with LIBTAYO. Their commitment to bringing forward the authentic patient experience and insight-driven programming has already started to bear fruit both on the KOL and on the DTP communication side.
This team acknowledges the importance of highlighting the patient voice through all marketing channels—digital, print, and social media. Sandra and Mike understand that these diagnoses can be a scary and uncertain time for patients, and they want to ensure useful resources are simple to find.
They recently partnered with Snow Companies on a Patient Ambassador® program, which has an inaugural class of four patients and three caregivers. Immediately following story development and training, Ambassadors are scheduled to share their personal journeys with LIBTAYO across patient and provider communities through a variety of touchpoints and tactics. Their marketing plan also includes patient and caregiver testimonial videos that spread awareness and provide hope.
Sandra and Michael have just left the starting blocks on this initiative, but the marketing team is already accumulating the wins necessary to build major traction in the patient community. It’s a testament to their foresight to rely on real patients to be the face of their brand.
