Client & task
During the 2018 launch of Vitrakvi (larotrectinib), Bayer faced a unique challenge in marketing the first tumor-agnostic precision medicine that specifically targeted NTRK gene fusions, regardless of cancer type. The critical task was to educate oncologists about genetic testing and help them identify suitable patients across multiple tumor types, while simultaneously building awareness among diverse specialists who might encounter patients with NTRK fusion cancers. This innovative drug required an equally innovative marketing approach that would bridge the gap between genetic testing, oncology practices, and patient identification.
The Results
90+
Patients
Diagnosed
100%
Conversion to Brand
Vitrakvi is truly a special product. Identifying the right patient is like finding a needle in a haystack. The precision medicine treatment is highly efficacious and safe for patients with a NTRK Gene Fusion mutation. The strategy required both mass awareness with Oncologists to begin broad panel testing, and education on the clinical profile of Vitrakvi.
CEO of Digital Opinion Leader
