AbbVie, an American pharmaceutical company committed to transforming standards of care for patients living with difficult-to-treat cancers, supplies a drug for chronic lymphocytic leukemia (CLL). A CLL diagnosis can take an emotional and traumatic toll on individuals, especially as they go through a worrisome “watch and wait” period. Being diagnosed with a slow growing blood cancer can feel very different than being diagnosed with other kinds of cancer where early treatment is the standard of care. While all patients deserve a more empathetic approach, the fact that less than 13% of CLL patients come from non-White populations leaves them especially underserved. AbbVie found an opportunity to complement its pharmacological contributions with a meaningful exploration of the emotional impact of a CLL diagnosis on a previously ignored and underserved population. Our objectives were to shape a differentiated culturally relevant conversation about CLL that AbbVie can lead. We wanted to bring to life the unique patient perspectives of the CLL journey among diverse ethnic backgrounds, and to re-affirm AbbVie's leadership in blood cancer treatment - as well as its reputation as a company working to address patient issues across diseases and populations.
AbbVie told a multi-dimensional, newsworthy story—one that would resonate beyond the clinical efforts most of the industry is known for.
In 2022 AbbVie ran a survey dubbed “The Emotional Impact Report” focused on emotional perspectives of CLL patients, caregivers, and healthcare providers.
In December 2024, AbbVie built on its findings by addressing underrepresented communities. Per responses to their online survey, AbbVie found that 24% of Black patients, 38% of Hispanic patients, and 45% of Asian patients “would like more educational and emotional support resources that are personalized to [their] culture and beliefs.” AbbVie decided to launch a public affairs campaign to show underserved CLL patients that they were being seen and heard.
The perfect high-impact forum to launch the Emotional Impact Report’s findings was at the American Society of Hematology (ASH)’s annual meeting and exposition, a big medical congress held in December of each year that showcases the progress being made in research.
AbbVie leveraged its survey findings to start a bigger conversation with on-site media, event attendees, and patient advocacy groups through a discussion panel led by a working group of key opinion leaders and advocacy group partners.
The highly attended panel was amplified through earned media, with press kits, media advisories, and press releases. Media outreach was offered on-site, as well as virtual interviews with AbbVie spokespeople. Supporting paid and organic social media video content helped leverage strategic patient and senior leader storytelling as well.
Finally, a post-event survey was commissioned to gather attendees' reactions to the findings.
The program served as a testament to AbbVie’s commitment to better understand and manage the needs of all its patients.
Panelists recognized the value of EIR:
“The EIR report is truly groundbreaking. And why I want to point this out is because there's been a lot of studies that's talked about maybe survivorship and talked about different areas of a patient's journey, but AbbVie is leading the way in being the first to look at the emotional side, the psychological impact on a patient.” - Loriana Hernández-Aldama, Global Patient Advocate, 2x Cancer Survivor, Journalist, Armor Up for LIFE
