Astellas signals oncology aspirations to healthcare providers in ‘Changemakers’ campaign
Astellas is highlighting the people behind its oncology efforts with its latest corporate campaign. The “Changemakers” features some of the real Astellas Oncology employee scientists, researchers and business people talking about their passions and reasons for doing what they do.
The three-part video series is shot in stark black-and-white video with the only color a connecting red multi-line thread running through the scenes between people and thoughts — sometimes very personal ones. Senior director of US medical affairs Stephanie Braun talks about her mother who was diagnosed with acute myeloid leukemia (AML) at the time she happened to be working in that area. She talks about her mother’s treatments that gave her time with family and more milestones after she was diagnosed.
“Having that personal connection, I think helps me to relate to the healthcare providers that we work with who are touched, obviously, by cancer every single day,” she says in the second video.
Geoff Towle, Astellas’ VP, oncology said the “Changemakers” docuseries debuted earlier this year, with continued airings this fall, as part of Astellas Oncology’s bigger umbrella “Changing the Course” effort.
Astellas is focusing on physicians and healthcare providers with the messages to not only show it understands the complexity of care and treatment, but also that it’s committed to partnering with them to “change the course for the better,” he said.
“Healthcare providers are at the frontline of patient care and they, and the patients, are really our inspiration in this,” Towle said. “The videos are about helping explain there is a world class team here at Astellas and folks who are all committed to this mission and bring that commitment to life with their stories.”
The campaign is running on social media, including Twitter, Facebook and LinkedIn, with already about one million video views across the channels, he said. The three videos will continue to run through 2022 while Astellas is currently developing 2023 plans.
The three different segments focus on Astellas’ dedication to patients, following the science and also bringing the patient experience to life with one employee who has been through cancer herself.
“I believe that Astellas was able to see cancer through my eyes. I felt it. It gave me the ability to get through this journey, the medical journey side of it, and feel supported and empowered to move forward,” says Christa Overton who is a senior sales rep at Astellas.
Towle said, “These people represent the different perspectives and different functions in our organization – and they also have personal and professional experiences that help us bring those themes to life. … It’s been a great opportunity to feature a wide cross section of employees representing the rest of us.”