PM360 2021 Trailblazer Awards Product/Service Launch Gold Winner Gilead-Kite Oncology and Brick City Greenhouse

Trodelvy, “Trojan Horse” (Gilead-Kite Oncology, Brick City Greenhouse)

Metastatic triple-negative breast cancer (mTNBC) is one of the most aggressive forms of the disease. Often affecting younger women or women of color, it has largely eluded effective interventional therapy—until the introduction of Trodelvy.

Gilead Sciences sought the help of Brick City Greenhouse to make this promising treatment the standard of care for this underserved population. Like the Trojan Horse of legend, Trodelvy was the first and only Trop-2-directed antibody-drug conjugate (ADC) engineered to make a targeted attack against an enemy that had previously resisted all other avenues. This was the “something sneaky” that oncologists needed to battle this hard-to-treat cancer.

When oncologists saw Trodelvy portrayed as a Trojan Horse, they instantly connected with the creative. The visual representation was paired with the headline, “A Way in with Trodelvy,” to drive home the groundbreaking nature of the treatment and the tumor cell access it offers. The full tactical rollout included more than 50 promotional pieces.

Within nine months, Trodelvy had accumulated impressive results, including 100% aided awareness among academic oncologists, 80% aided awareness among community oncologists, 70% reach with non-personal promotion, and most importantly, 50% of oncologists considered Trodelvy the new standard of care, signaling that the brand was well on its way to accomplishing its most ambitious goal.

This awareness and shift in beliefs in behavior has deeply important and real-world consequences—it finally gives patients and oncologists a promising new way to take on mTNBC together.

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