Sandra Graham-Mason
Senior Director, LIBTAYO (cemiplimab-rwlc) Marketing
Regeneron
Expanding Awareness, Using Real Patient Experiences
Dating back to her days of rising through the ranks at BMS, Sandra Graham-Mason has excelled in all her endeavors in large and mid-sized biopharma companies. This solid track record has given her the experience needed to take the patient marketing lead for Regeneron’s LIBTAYO (cemiplimab-rwlc).
Sandra is always looking for ways to enhance the patient journey by providing additional resources that address a specific need. As an example, her team proactively provides starter kits to patients enrolled in the LIBTAYO Patient Support Program, with the knowledge that proactively providing kits closes any consequential information gaps in a timely manner. These starter kits come in three versions based on the patient’s condition. The contents of each kit were not crafted based on what Regeneron thought patients might need but designed following the capture of real patient insights through patient advisory boards.
Under Sandra’s leadership, the team built a large library of videos featuring patient stories that connect with patients on a different level than clinical information ever could. To also serve those patients who may not be as digitally savvy, there is a library of print pieces featuring those stories. These resources are available in English, Spanish, Korean, Vietnamese, and Mandarin.
And Sandra didn’t stop there. She knew that many patients wanted more than to hear from Regeneron or other professionals—they wanted to interact with someone else living with their condition. That’s why she initiated the effort to build a mentor program, allowing patients who share the same condition to personally connect. And when her team discovered that awareness was particularly low in people of color, Sandra led the way to expand the education to population groups previously underserved by the industry’s outreach efforts.
With these initiatives and numerous others, Sandra has positioned LIBTAYO at top-of-mind for the intended target audience and has brought real change within the patient community.
