INTRODUCING THE “SINISTER CML” CAMPAIGN
BACKGROUND
CURRENT TREATMENTS FOR CML HAVE BEEN SO EFFECTIVE THAT IS OFTEN SEEN AS LESS OF A THREAT AND IS EVEN CALLED THE “GOOD CANCER".” HOWEVER, BECAUSE CURRENT TREATMENTS ALL TARGET THE SAME ACTIVE SITE, PATIENTS WHO END UP NEEDING A LATER-LINE OF TREATMENT FACE A DIFFERENT, MUCH MORE CHALLENGING DISEASE.
WHY A DISEASE AWARENESS CAMPAIGN?
TO BREAK THROUGH HEALTHCARE PROFESSIONAL (HCP) COMPLACENCY, WE CREATED THE “SINISTER CML” CAMPAIGN. THIS CAMPAIGN DRAMATIZES THE INCREASED DANGER OF LATER-LINE CML TO GET HCP’S ATTENTION AND GET THEM INTERESTED IN THE POTENTIAL OF SPECIFICALLY TARGETING THE ABL MYRISTOYL POCKET.
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