Xalkori was approved in 2011 to treat people with metastatic non-small cell lung cancer caused by a defect in the ALK or ROS1 gene. It was part of the new family of biologic cancer treatments developed at the time, designed to target and destroy cancer cells at the genetic level.

At a time when late-stage NSCLC patients faced a bleak prognosis, studies showed that patients prescribed Xalkori survived as long as 15 months beyond those who received chemotherapy alone.

The creative approach to the brand launch involved sharing stories of actual Xalkori patients demonstrating the quality of life, and additional time with loved ones, that their treatment helped them achieve. As a lead creative for the team that brought this brand to market, I wrote DTC content for CRM, website, digital banners, patient testimonial videos, and additional communication channels.