How have we communicated the story of a pioneering test that enables high-risk breast cancer patients to avoid chemotherapy?
Agendia’s MammaPrint® test analyses 70 genes found in early-stage breast cancer tumours to predict the risk of a patient’s cancer returning post-surgery and determine whether chemotherapy would be beneficial. We were asked to provide strategic communications advice and drive a pan-European awareness-raising campaign for MammaPrint in a highly competitive marketplace.
The focus was the positive outcome of the MINDACT clinical trial, a unique 10 year, phase III, prospective study involving almost 7000 women with early stage breast cancer.
Targeting key international audiences, we developed focused, compelling messaging to highlight the key findings of the trial, the proven benefits of MammaPrint, and the huge impact of the outcome on potentially tens of thousands of women in Europe. We devised an integrated, tiered, international and localised communications plan working across three languages (English, German & Dutch) and a multitude of internal and external stakeholder groups.
National and trade-media coverage, both at announcement in April 2016 and following publication in the prestigious New England Journal of Medicine in August 2016. There was a significant increase in tests ordered following the publication of the MINDACT trial results in key European territories. Our engagement expanded to support further profile raising for MammaPrint in Europe and a German KOL programme with our Berlin Public Policy team.