PM360 2022 Trailblazer Awards App/Digital Solution or Suite Gold Winner Novartis and DDB Health

PIK Nav – Mutation Testing Video (Novartis and DDB Health)

For both patients and their physicians, testing for actionable biomarkers has become a valued practice in metastatic breast cancer (mBC). With the availability of targeted therapies such as Piqray, the first and only HR+/HER2- therapy specifically for mBC patients with a PIK3CA mutation following progression on or after endocrine-based therapy, new opportunities exist to improve outcomes and extend lives.

Despite the mutation being a common indicator of poor prognosis and the potential for targeted therapy with Piqray, real-world data suggested that patients’ desire for the test far surpassed actual testing rates. In a survey of patients with mBC, only 28% have had a genomic test and 88% of patients that were not tested expressed interest in genomic testing.

With the approval of the new testing modality, the PIK Nav video describes how it makes testing easier. It provides a snapshot to help pathologists navigate multiple options and an engaging narrative for customers. In addition, a unique landing page devoted to a biomarker led to the development of PIK Nav as a character. As the 2D animated star of the video, PIK Nav is a clever, informative, and clear testing navigator that guides HCPs through the information. She appeals to scientists because she is one of them.

The video’s success is evident; it has received positive responses from the field teams and video analytics prove excellent engagement. The character, PIK Nav, is also featured in surrounding assets including email drivers and banner ads, representing the brand throughout.

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