From ‘functional’ to emotional, Amgen’s marketing for cancer bone med Xgeva shifts to patients’ stories
Amgen is taking a new approach to its Xgeva marketing. Instead of straight-forward explanations about how the drug can help prevent bone fractures in metastasized cancers, Amgen is refocusing on heartfelt patient stories.
Maggie, Karen and Allison are all real women living with metastatic breast cancer and starring in long-form videos talking about their diagnoses and how they’re living life now.
Unlock this article instantly by becoming a free subscriber.
You’ll get access to free articles each month, plus you can customize what newsletters get delivered to your inbox each week, including breaking news.