Gilead spotlights its oncology work with first focused branding campaign
Gilead Sciences is well-known for its innovative HIV and hepatitis medications, but its profile is lower in oncology. The biopharma has been working to change that, and this week it introduced a first-ever Gilead Oncology brand campaign.
Real patients are featured in an introductory anthemic video with a voiceover that lays out the company’s ambitions. It ends with: “We’re Gilead Oncology, and we’re helping bring more life to people with cancer.” In subsequent videos, the patients open up in candid, emotional conversations about the mental and physical costs of cancer. In another video, two young women explain the heartbreaking decisions they had to make around fertility.
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