Case Study for Agency
03-1014970-324

SCHERING-PLOUGH
"Crossing Bridges Program"

SITUATION
Malignant Melanoma, the most serious form of skin cancer, is increasing
in incidence by 4% per year - faster than any other skin cancer.
Schering-Plough’s INTRON-A is currently the only FDA-approved, on-label
interferon therapy for Malignant Melanoma. Studies indicated a serious
challenge in keeping patients on the year-long therapy, given the
flu-like side effects, required self injection and treatment length.
Therapy completion is necessary for patients to reap the full benefits
of treatment. Doctors offices are currently the only means to provide
complete information to patients and nurses are the most important
communication link for issues relating to oncology patient care.

MARKETING CHALLENGE

Develop a therapy compliance program to encourage patients to complete
the full-year course of INTRON-A therapy, taking into consideration the
core therapy challenges, FDA restrictions and regulations,
Schering-Plough resources and patient concerns.

APPLICATION OF SOLUTIONS

We developed a comprehensive therapy compliance program, "Crossing
Bridges," for patients who are prescribed INTRON-A treatment for
Malignant Melanoma. The program provides constant communication,
on-going support and educational resources for patients. We structured
the therapy compliance program with four phases:
• Program Introduction
• Welcome to New Enrollees
• Maintenance and Program Graduation
• Follow-Up

We produced a Medical Professional Introduction Kit which included:
• Patient’s Guide to Malignant Melanoma and INTRON-A Brochure
• INTRON-A Video
• Introduction Brochure for Medical Professionals
• Introduction Brochure for Patients
• Sample of Patient Welcome Kit
• Monthly Mailing

Additionally, we produced a Welcome To New Enrollees Kit which
included: • Kit/Organizer to organize INTRON-A program information
• Welcome Letter
• Daily Journal
• On-line Resources and Descriptions of Support Services available:
• Cancer Care Support Group
• INTR0N-A Buddy Program
• INTRON-A Coach Program
• Melanoma Information Web site (links to American Cancer Society,
etc.)

We developed a monthly Maintenance program for patients which includes:
• Cover Letter with News and Updates
• Newsletter that follows a calendar year based on each month of
treatment
• Relevant Patient Gifts (water bottle, PrePaid Phone Card, stress
squeeze ball, etc.)

The Graduation/Follow-Up system that we created for patients comprises:
• Congratulatory Letter
• Resources and Survey regarding the program and its elements

RESULTS
The use of traditional promotion tactics to promote an ethical
pharmaceutical is an industry first and its clear that we can now say
promotion marketing is now curing cancer.

Results passed all expected goals:
• 200 patients enrolled initially; 1,065 have enrolled to date
• 30 buddies volunteered
• Over 5,000 Oncology Nurses visited "Crossing Bridges" booth at the
Oncology Nursing Society Conference
• 1,110 web site visits
• Telephone support groups formed: Buddy Patient Forum, Buddy Support
Group
• Program received overwhelming support from doctors and nurses
• We received the prestigious WORLD PRO Award for the Best Promotion in
North America
• Our Schering-Plough client was named "Marketer of the Year" by PROMO
Magazine