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Digital Landscape: Breast Cancer

Digital Landscape: Breast Cancer

  • September 2018
  • 155 pages
  • ID: 5568478
In this report:
IN 2015, PFIZER'S IBRANCE (PALBOCICLIB) WAS THE FIRST CDK##/## INHIBITOR APPROVED BY THE FDA FOR THE TREATMENT OF BREAST CANCER
A BASIC PATIENT BRAND SITE WAS LAUNCHED, WITH "NOW FDA APPROVED" MESSAGING ON THE HOMEPAGE, WITH INFORMATION ABOUT THE THERAPY AND THE KISQALI CARE SUPPORT PROGRAM
LILLY LAUNCHED A BRAND SITE FOR VERZENIO, WITH MESSAGING FOCUSING ON ITS UNIQUE INDICATION AND DOSING; UPDATED IN EARLY 2018 WITH "RELENTLESS" MESSAGING (SEE SLIDE)

Summary

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Digital Landscape: Breast Cancer

Brief

"Digital Landscape: Breast Cancer", examines digital activities undertaken by pharma in support of therapies for Breast Cancer.

- The study includes digital activities directed towards patients and/or HCPs

- The geographic scope of the report is the United States, EUCAN(Canada (CA) and the 5EU countries: UK, Germany (DE), France (FR), Italy (IT) & Spain (ES)).

- The principal focus of the report is hormonal and targeted therapies, and certain branded chemotherapy drugs.

Key Findings

- US Patients: Strong digital support for US breast cancer patients in the U.S., particularly from Pfizer, Novartis and AstraZeneca. Most new branded activity seen from Lilly and Novartis in the CDK4/6 inhibitor space. Most unbranded and social media activity focuses on supporting patients with metastatic breast cancer. Few breast cancer-specific mobile apps detected in the US.

- US HCPs: There is little support for HCPs in the breast cancer space beyond branded. AstraZeneca, Genentech, Novartis and Pfizer offer examples of strong branded resources. The pharma-sponsored unbranded and mobile app landscapes are sparse. Alternatives may exist to develop or sponsor content with trusted non-pharma organizations. HCP-directed social media activity restricted to posts from corporate accounts.

- EUCAN Patients: Good support for EUCAN breast cancer patients from pharma, particularly those in France. Support is weakest in the UK and Spain (ES). Strong unbranded support but no multi-country, local-language campaigns seen. Majority of unbranded sites supported by social media. Good examples of pharma-sponsored mobile apps. Features contain disease tracking and reminders, as well as emotional support.

- EUCAN HCPs: Limited pharma-sponsored support for EUCAN HCPs in breast cancer, with most activity seen in Germany (DE). The unbranded and mobile app landscapes are undeveloped, and like the U.S., alliances with non-pharma organizations may offer more effective opportunities to engage with and support HCPs.

Companies Mentioned: Pfizer, Novartis, AstraZeneca, Roche / Genentech, Eli Lilly, Eisai, Puma Technology, Celgene, R-Pharma, MidatechPharma, Kwoya Kirin, TerSera Therapeutics, Amgen.

Overview

- This business report examines digital activities undertaken by pharma in support of therapies for breast cancer.

- The analysis includes digital activities directed towards patients and/or HCPs, containing branded websites, unbranded disease awareness initiatives, social media and mobile apps.

- The market research is based on analysis conducted by a combination of GlobalData's digital and disease-specific teams. It also comprises analysis of data licensed from third parties e.g. website traffic, search engine optimization, digital display advertising, mobile app downloads, and social media interaction.

- The geographic scope of the report is the United States, Canada (CA) and the 5EU (UK, Germany (DE), France (FR), Italy (IT) & Spain (ES)), with EUCAN used as an abbreviation for Europe (EU) and Canada (CA) throughout.

- This industry report includes the research period from January 2017 - March 2018.

Great reasons to purchase

- Our Digital Landscape report offers an analysis of pharma multichannel activity in the digital breast cancer space, and can assist our pharma clients derive value in a number of ways.

- Competitive Intelligence: Track and compare main competitor activity across channels and distinguish top trends in breast cancer

- Digital Strategy: Strengthen corporate digital excellence, learn from industry best practice, and analyze possibilities for novel digital campaigns

- Support additional brand launch: See best practice examples of pre- and post-launch digital activities, ascertain must-have digital assets for patient and HCP engagement, and assess plausible gaps and alternatives for pipeline brands

- Business Development & Licensing: Assess topics and forecasts shaping digital health in breast cancer and beyond, and learn about main patient and physician online activities in breast cancer.

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