Puma Biotechnology

NERLYNX (neratinib) Promotional Campaign

Starting in 2020, the promotional campaign for NERLYNX (neratinib) has featured Mary, a woman whose personal, unfiltered experience shows the true face of early-stage HER2+ breast cancer. In real life, her course of treatment ended before NERLYNX was approved. Mary represents the unmet need to prevent recurrence in early-stage HER2+ breast cancer.

We brought the concept to life through a collage of staged and stock video narrated by Mary, showing how the treatment journey can look and feel for patients like her. We also built a narrative-driven website around the video footage: the NERLYNX Experience (experience.nerlynx.com). Modern, elegant design and compelling human interest help infuse the clinical data with emotion and urgency.

SPLICE Agency Team:
Leah Mize, Group Account Director
Lauren Horton, Senior Account Director
Julie Askins, Account Director
Marianne Kaiser, Creative Director
Scott Kraus, Copy Supervisor
Giancarlo La Giorgia, ACD Copy
Elena Herrero, ACD Art
Andrew Miller, Director of Innovation
David Ou, Director of Business Intelligence
Jack Hillman, Project Manager


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