Heather Blaber, Vice President of Marketing, Puma Biotechnology, Inc.
Since Nerlynx launched in 2018, Puma Biotechnology has been committed to educating patients about reducing their risk of HER2+ breast cancer recurrence. Years after launch, Puma decided to further elevate the brand with a campaign that would motivate patients to ask for Nerlynx by name. When Heather Blaber joined Puma in June 2021, she was tasked to launch a new patient campaign that amplified real patients and their stories.
A breast cancer diagnosis and subsequent treatment is a harrowing experience. While every patient story follows a different path, they have truly been through it all. From chemotherapy to radiation, surgery to post-surgery therapy, treatment fatigue is a common reality. The “Take a Stand” campaign features real Nerlynx patients and highlights the uniqueness of each individual experience.
Heather determined that promotion via a new campaign and amplifying the brand through social channels would be one of the most efficient ways to educate and spread word about Nerlynx. Images of women who the audience can relate to were used with copy positioned at eye level to establish a personal feel and connection. The posts were designed to provide former, current, and potential Nerlynx patients with a useful resource, so they feel supported and motivated to do everything they can to reduce the possibility of breast cancer returning.
In just a short time, content on Instagram and Facebook had reached over 115,000 users, and in the past few months, more than 30 Nerlynx patients have signed up for the mentor program which connects them to someone who has taken Nerlynx.
