Nuvan Augustin Dassanaike, Senior Vice President Digital and Marketing Strategy & Operations, Accord BioPharma
When Nuvan Augustin Dassanaike joined Accord BioPharma to lead the launch of CAMCEVI—the first and only prefilled, no-mix leuprolide syringe for patients with advanced prostate cancer—he found himself facing more challenges than just entering a well-established market dominated by two legacy brands and an energetic newcomer. He had to develop the strategy, hire a creative agency, and execute an omnichannel marketing campaign. And he had to do it all in six months while coming off the tail end of a global pandemic. Easy, right? Not exactly, but Nuvan made it look simple with the Simple is Right at Hand creative campaign.
Since the launch of CAMCEVI in Q1 of 2022, the Simple is Right at Hand campaign has grabbed attention in the men’s health space by winning multiple awards and earned more than 748,000 visual impressions in just the first six months. During that same period, an HCP-targeted CRM campaign added an impressive 115,440 unique subscribers to their database and achieved a 60% open-rate, on average. Beyond the product itself, Nuvan’s team brought digital innovations to the market, such as AccordConnects, a mobile app that facilitates the onboarding of CAMCEVI into staff practice.
Nuvan and team have continued to build off these early successes with increasing sales quarter by quarter, near-universal insurance coverage (more than 90% of commercial insurers and 96% for Medicare), and the expansion of its extensive network of distribution and GPO partners. With the addition of a three-month dose to supplement the original six-month dosing option, the forecast for continued growth looks promising.
