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.

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