PM360 2021 Trailblazer Awards Direct-to-Patient Campaign Silver Winner Kite Pharmaceuticals and AbelsonTaylor

Yescarta “More Than Hope” Campaign (Kite Pharmaceuticals, AbelsonTaylor)

Only 50% of patients diagnosed with non-Hodgkin lymphoma (NHL) achieve remission with chemotherapy. Yescarta is the first CAR T-cell therapy approved for NHL.

With a campaign focusing on an incredibly small, 8,400-patient and caregiver target audience, AbelsonTaylor’s team engaged patients, provided educational tools, and encouraged patients to speak with providers about Yescarta.

The campaign drove traffic to Yescarta’s website through paid search and social content, banners, display ads, and testimonial videos. Content focused on the moment a patient receives the news that they are in remission. Tools, such as a treatment center locator and discussion guide gave patients the necessary information to speak with their care team about Yescarta.

The results included 276,255 unique site visits, 5,448 discussion tool downloads, over 13,000 treatment center searches, and 10,250 video views.

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