Marketing in immunotherapy treatments can challenge a brand’s creativity, since reaching patients during their journey requires an authentic sensitivity that can’t be manufactured. In a PM 360 article on marketing strategies for cancer immunotherapy, Kirsty Whelan, VP, Strategy at imre health, outlines a shift in perspective to help marketers reach, engage with and empower cancer patients. Whelan advises marketers to, “…think beyond the confines of the label,” and dive into the patient experience by asking the question, “How do you feel?”
Now, how do you get there? Empathy briefs that prioritize patient and caregiver insights, strategies that add value to the patient journey through rich and meaningful experiences and improved brand positioning.
Read more about how to lead with empathy and realism here.