Eli Lil­ly launch­es new Verzenio mes­sag­ing aimed at ear­ly-stage breast can­cer pa­tients

Eli Lil­ly’s lat­est Verzenio ad cam­paign aims to reach new­ly di­ag­nosed women with breast can­cer — four months af­ter the brand got its first nod in ear­ly-stage dis­ease.

A “Make Your Way” cam­paign TV ad opens with a woman walk­ing on a beach who specif­i­cal­ly men­tions node-pos­i­tive breast can­cer. Lil­ly’s nar­row ap­proval for Verzenio in ear­ly stage is for re­lapse in pa­tients with high-risk HR-pos­i­tive, HER2-neg­a­tive breast can­cer. Still, the CDK4/6 in­hibitor is the first in class ap­proved for ear­ly stage, one of on­ly a few cur­rent-gen­er­a­tion drugs with an ear­ly treat­ment green light.

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