Best Corporate Marketing Campaign

Best Corporate Marketing Campaign
Best Corporate Marketing Campaign
Draftfcb Healthcare NY and Cephalon Oncology
“Every Cancer Counts”

Draftfcb Healthcare leveraged Cephalon Oncology's commitment to orphan cancers to develop a corporate marketing platform centered on the tenet that “Every Cancer Counts.” Creative illustrates that many types of cancer patients have “fallen through the cracks,” been “missed by medicine,” or “forgotten by pharma.”

“This campaign was emotionally powerful,” commented one judge. “It's truly a brand for real people.”

Another judge described the overall effort as a “strong emotional campaign idea.”

The first phase of the campaign included a 45-second spot aimed at internal stakeholders and field force representatives. The agency noted that it helped build morale and generate “one voice.” A rollout for physician and investor audiences followed.

“Cephalon Oncology needed to carve out some mindspace for its corporate franchise,” the agency explained.  
By highlighting what the agency called “the little people: the ones with rare cancers that now have a fighting chance because of Cephalon Oncology's commitment to cancers big and small,” the campaign helped position the company as one that extends “compassion and caring for cancer patients will all tumor types, not just the commercially viable ones.”

Cephalon's research currently targets a broad range of cancers, including acute myeloid leukemia, acute promyelocytic leukemia, non-Hodgkins lymphoma, chronic lympohcytic leukemia, multiple myeloma and myelodysplastic syndrome.

The agency reported that the campaign has generated “considerable enthusiasm among internal stakeholders.”  

CDM Princeton and Gilead Sciences
The Wave of Hope

One judge described the campaign image of red AIDS awareness ribbons forming a large wave as “a powerful visual that begs you to learn more.” Another added: “Makes a great visual out of a common image.” The agency said recent data and revised treatment guidelines support treating AIDS early, and the strategy was to “create an unbranded campaign that told this story in a motivating way.” The campaign successfully reinforced Gilead's leadership role in HIV and encouraged doctors to initiate treatment earlier.

The Finalists
  • CDM Princeton and Gilead Sciences—The Wave of Hope
  • Draftfcb Healthcare NY and Cephalon Oncology—“Every Cancer Counts”
  • Draftfcb Healthcare NY and Talecris—Prolastin-C “New Formula” Relaunch
  • Torre Lazur McCann and Novartis—TLM Novartis Congratulations
  • Wishbone-ITP and Medical Advertising Hall of Fame—Lacrimation
You must be a registered member of MMM to post a comment.

Next Article in Features

Email Newsletters

Investment in healthcare IT stands at an all-time high. The government has spent billions to promote EHR adoption. Yet the physician wish list is a mile long, while hospitals and patients are not where they need to be. To peel back the layers of what we've all been waiting for in the Great Data Capture of the 21st Century, and to review the changes enabling the healthcare data ecosystem to coexist, MM&M presents this e-Book. Click here.

What does going "beyond the pill" actually mean? At MM&M's recent inaugural spring conference, audience members heard from real-world companies that are managing the organizational, technological, and promotional challenges inherent in this transition, such as partnering with health neophytes, harnessing technologies that allow deeper engagement with patients, and adopting a new commercial mindset to serve, not sell. Download here.