PHARMA: BIOGEN IDEC—ZEVALIN
ZEVALIN, a radioactive monoclonal antibody for Non-Hodgkin's Lymphoma (NHL), requires specialized isolation rooms, treatment protocols, and radio-pharmacies. Challenges such as this made Zevalin the last option. OUR JOB was to present Zevalin's proven advantages, remove it from consideration as "salvage therapy", and through a novel Zevalin "Concierge" program, minimize the administration and treatment. SOLUTIONS included TV, print advertising, and collateral, in conjunction with significant support to physicians and patients , which were highly successful in making Zevalin more accessible, understandable, and prescribed.