Gilead­'s Kite clues pa­tients in with con­ver­sa­tion­al CAR-T cell ther­a­py cam­paign

The prob­lem with mar­ket­ing a nov­el ther­a­py is that it’s nov­el. Add a niche pa­tient pop­u­la­tion and com­plex sci­ence and the chal­lenge on­ly grows.

For Gilead’s Kite Phar­ma, that’s ex­act­ly where it was with its per­son­al­ized can­cer CAR-T cell ther­a­py. So it in­tro­duced a primer ed­u­ca­tion­al cam­paign “Let’s Chat CAR T” for pa­tients and care­givers to ex­plain the ther­a­py in a more ca­su­al, con­ver­sa­tion­al way.

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