In anticipation of launch, Myovant was looking to deeply understand the emotional underpinnings and unmet needs of the Prostate Cancer patient and their carepartner to develop both the optimal consumer positioning and commercial launch strategy, as well as to ensure alignment with planned HCP strategies.
Yet time was critical given the expectation that the brand would receive FDA priority review as the first and only oral gonadotropin-releasing hormone (GnRH) receptor antagonist treatment for men with advanced prostate cancer.
PATHWAY
Working with the Myovant brand team and agency, AMW planned and oversaw the consumer patient and carepartner insights learning. This included identifying innovative qualitative and quantitative research approaches to move quickly to uncover actionable insights and high priority segment(s) for positioning and activation, the most compelling claims and messaging, and which branded and unbranded campaigns to build upon.
Over the course of 15 months, AMW enabled Myovant to listen and integrate learnings from eight research studies, totaling over 650 advanced PC patients and 250 PC carepartners.
DESTINATION
Orgovyx launched in January 2021 with a strong consumer strategy, ownable positioning and communication platform that complemented HCP efforts. The consolidation of consumer research learning also acted as the backbone to the development of a robust and insightful consumer brief that drove launch communications and the basis for continued creative campaign development post launch.
AMW Areas of Work: Market Research | Strategy & Positioning | DTC/P Creative | Channel Strategy | Modeling