Adstiladrin®

See what bladder preservation can look like.

Challenge and Strategic Objective

Following the underwhelming U.S. launch of Adstiladrin, a promising therapy for non-muscle invasive bladder cancer (NMIBC), a globally scalable launch campaign was needed to support future market introductions. The objective was to activate healthcare professionals (HCPs) by addressing unmet needs that had not been sufficiently reflected in previous communication efforts.

Research revealed that treatment decision-making in this indication is shaped by a complex trade-off between efficacy, safety, and quality of life. To better align with the realities of clinical practice, a growth-oriented positioning was developed and validated through extensive primary market research. The findings demonstrated that a value proposition combining bladder preservation, strong efficacy, a favorable safety profile, and unique convenience represented the most relevant and compelling treatment benefit for prescribers.

Idea

Based on these insights, a fully integrated and globally deployable campaign was created, with Japan serving as the first launch market outside the United States. The innovative new perspective that Adstiladrin offers to uro-oncologists was brought to life through a powerful and universally understandable key visual, creating a distinctive and emotionally resonant campaign platform. Finally, both the bladder and the patient's quality of life – both highly fragile – can be preserved.

The agency's scope of work included the development of both global and Japan-specific materials, such as a modular eDetailer, a 3D MoA video, HCP and patient websites, as well as a broad range of supporting communication assets including leave-behinds, a brand book, event videos, and congress materials. For the Japanese market, all content was comprehensively adapted to ensure cultural relevance and local market fit.