Breast Cancer is the most common type of cancer in women outside of skin cancer. In about 1 of every 5 breast cancers, the cancer cells have extra copies of the gene that makes the HER2 protein. The HER2 protein causes breast cancer cells to grow more quickly and spread. Until recently, healthcare providers diagnosed breast cancer as either HER2-positive or HER2-negative. Now, they can diagnose a new status: HER2-low breast cancer. Having HER2-low means that there is a low level of HER2 on the cancer cells but not enough HER2 to be considered HER2-positive. Daiichi Sankyo and AstraZeneca’s ENHERTU® (fam-trastuzumab deruxtecan-nxki) is U.S. FDA-approved for the treatment of:
- Adult patients with unresectable or metastatic HER2 positive breast cancer who have received a (or one or more) prior anti-HER2-based regimen, either in the metastatic setting or in the neoadjuvant or adjuvant setting, and have developed disease recurrence during or within six months of completing therapy
- Adult patients with unresectable or metastatic HER2 low (immunohistochemistry (IHC) 1+ or IHC 2+/in-situ hybridization (ISH)-) breast cancer, as determined by an FDA-approved test, who have received a prior systemic therapy in the metastatic setting or developed disease recurrence during or within six months of completing adjuvant chemotherapy
Ensuring patients and care partners understand the importance of the HER2 protein as it relates to metastatic breast cancer is at the core of ENHERTU’s marketing strategy. To increase awareness around disease state education, Daiichi Sankyo and AstraZeneca partnered with CMI Media Group and FCB Health to launch a cross-channel Metastatic Breast Cancer Awareness Day campaign with The Skimm. The campaign included an editorial placement in The Skimm’s daily newsletter Thing to Know section, as well as a 24-hour Instagram Story posted to The Skimm’s organic profile.
ENHERTU’s campaign ran for a one-day flight on October 13, which is Metastatic Breast Cancer Awareness Day and falls in the middle of Breast Cancer Awareness Month in October. This campaign was the first activation The Skimm had ever executed with a breast cancer treatment and out-performed platform benchmarks.
Research and Insights
- CMI Media Group recommended a launch with The Skimm for ENHERTU to increase disease state education among metastatic breast cancer patients and care partners. The Skimm offers custom creatives and placements to reach their highly engaged audience of over 12 million, which is predominantly female. Wellness is a key topic for The Skimm and a category that their Skimm’rs (subscribers and/or followers) trust the outlet to cover. Nearly 8 in 10 Skimm’rs are interested in health and wellness content, outpacing interest in any other topic, and over half of The Skimm’s audience says that the platform helps them discover brands that support their overall wellness.
- In addition to an engaged, female audience, The Skimm offers editorial themes throughout the year. The October theme of “Get Informed” perfectly aligned with the splash that CMI Media Group wanted to make for ENHERTU during Breast Cancer Awareness Month. The “Get Informed” theme covered a variety of topics, but most notably cancers that disproportionately impact women.
Strategy
- Promote educational messaging around the HER2 protein to increase disease state awareness among patients and care partners.
- Solidify ENHERTU as the standard of care in the HER2+ and HER2Low spaces and drive users to the website to learn more about approved indications and treatment options.
Execution
CMI Media Group launched the ENHERTU Skimm campaign on Metastatic Breast Cancer Awareness Day, leveraging disease state focused creatives that drove users back to the branded site.
- Awareness: ENHERTU’s Thing to Know section of the daily newsletter was sent out to subscribers and the Instagram Story placement launched from The Skimm’s profile on October 13 and detailed information around the HER2 protein.
- Traffic: Both placements drove to the branded ENHERTU site to encourage the audience to learn more.
- Timing: Placements launched and ran for the duration of Metastatic Breast Cancer Awareness Day in the middle of Breast Cancer Awareness Month.
ENHERTU’s campaign with The Skimm was extremely successful and a breast cancer first for the platform. The campaign generated over 4.2 million impressions. The Thing to Know newsletter sponsorship recorded a collective total of 3.7K clicks and a 0.12% CTR, which was more than 2x higher than the platform’s CTR benchmark of 0.05%. The Instagram Story sponsorship generated an additional 26 clicks falling within the platform’s benchmark range of 25-50 clicks.
The Thing to Know newsletter sponsorship generated:
- 4.19M total impressions
- 3.7K clicks
- 0.12% CTR (+2x compared to platform benchmark)
The Instagram Story sponsorship resulted in:
- 29K total impressions
- 26 clicks
