Client wanted a “BIG” idea, visible by satellite. Patients recoil from full course of treatment due to the often-unavoidable side effects. When patients drop out, drug efficacy is decreased.

Goal

MD Education about the importance of completing the full treatment course.

Tactic

A virtual a cross-country race.

Results

• Successful education of physicians and patients regarding the significance of going the full distance

• Patient adherence to full course of chemo improved significantly

• Greater brand recognition

• Increased MD prescribing of Velcade