Nexavar Case Study: Using Publications and Presentations to Inform Practitioners and Patients

STUDY OVERVIEW

As the first oral cancer therapy that inhibits both tumor and tumor blood vessel growth, Nexavar has proven to be an important weapon against advanced kidney and liver cancers. This case study presents a broad perspective on how Bayer and Onyx – Bayer’s marketing and development partner – approached publishing and medical congresses as valuable opportunities to educate physicians and patients. This study also reviews how Nexavar’s data disclosures of clinical results were strategically used as not only key communication milestones but also opportunities to start brand building. Executives and managers in publishing or new product planning can use this research to gain insights into methods for educating the practitioners and patients via publications and presentations.

KEY TOPICS

• Nexavar Background and Publishing Strategy
• Nexavar and Kidney Cancer
• Nexavar and Liver Cancer
• Product Overview

• Use Pipeline to Map Out Expected Flow of News
• Use Top Tier Journals and Congresses to Build Brand Name

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