Velcade

Using digital media to break through media clutter

Challenge

• In highly competitive media environment, drive awareness of ASCO Velcade data among medical professionals
• Position drug as leading therapy in multiple myeloma and beyond

Insights

• Media at ASCO focus on solid v. blood-borne tumors. Need to engage early to attract interest and coverage consideration

Strategies

• Differentiate Velcade and engage busy reporters pre-meeting via podcast they could view en route to ASCO
  • Focus on emerging science and lung cancer highlighted Velcade efficacy, beyond blood cancer
  • Convenient medium reached reporters where they “live” – their iPods
  • Podcast was illustrative of Millennium heritage of innovation
  • Alerted reporters to oral presentation, satellite symposium on Velcade lung data at ASCO

Success

• In a meeting dominated by bigger news, coverage included stories on Yahoo! News, DallasNews.com, Forbes.com, Boston.com (Boston Globe), Yahoo! Finance, TheStreet.com, Doctor’sGuide: Global Edition, KVVU-TV (Fox) Las Vegas