PM360 2021 Trailblazer Awards Ophthalmology/Optometry Brand Champion Mike Goeren

Mike Goeren, Senior Manager, Genentech

Genentech was looking to elevate the awareness of its commitment to ophthalmology. With a broad retina pipeline, Genentech continues to seek out treatments for devastating diseases such as neovascular age-related macular degeneration (nAMD), diabetic macular edema (DME), diabetic retinopathy (DR), retinal vein occlusion (RVO), and geographic atrophy (GA). Sparked by the Retina Specialist community, this spirit of discovery and dedication to address patient unmet need motivated Mike Goeren and the rest of the team to develop the “The Window to Change” campaign aimed at engaging the entire Retina Specialist community.

This unbranded platform was designed to cut through the noise and reach Retina Specialists with the story of Genentech in ophthalmology and in biotechnology, more broadly. In order to achieve this, Mike and the team worked directly with Retina Specialists to co-create the platform which excites its audience about the future being bright in ophthalmology.

The launch campaign’s vibrant colors were effective in stopping HCPs in their tracks through media placements and virtual conferences, all driving to the website ( So far, the campaign is working in getting people’s attention with engagement rates three times higher than industry benchmarks. Mike and the team hope to continue evolving this content in new ways and share how Genentech is advancing care for patients.


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