Agilent Diagnostics Campaign Wins an Award

An Agilent marketing campaign for companion diagnostics has won a prestigious independent industry award.  The Integrated Award of Excellence was presented to Agilent and Flywheel (the advertising agency) as part of the 31st Annual Rx Club Show.  The show, which honors creativity in healthcare marketing, is considered by many to be one of the highest honors within the industry.

Agilent was recognized for the new branding created to support the historic approval of its Dako PD-L1 IHC 22C3 pharmDx in previously untreated metastatic non-small cell lung cancer (NSCLC).

I’ve blogged about companion diagnostics.  Many personalized cancer therapeutics are only suitable for patients with specific biomarkers.  Companion diagnostics help identify those patients who may benefit from a particular treatment.

One example is Merck’s immunotherapy drug Keytruda®.  Agilent’s PD-L1 IHC 22C3 pharmDx is a companion diagnostic that helps identify potential candidates for treatment with Keytruda.  PD-L1 IHC 22C3 pharmDx tests patients’ tumors for expression of the protein PD-L1, which can help the tumors evade the body’s immune system.

PD-L1 IHC 22C3 pharmDx has been approved in the U.S. to help identify certain patients with NSCLC, gastric cancer and cervical cancer for treatment with Keytruda.

As you can imagine, describing these companion diagnostics accurately and clearly is crucial for healthcare professionals.  “This campaign for Dako PD-L1 IHC 22C3 pharmDx has been successful in creating a streamlined, focused story that has resonated well with our pathology customers around the world,” says Karen Balstrup, Agilent director of CDx Commercialization.

“We are delighted to be a part of an award show like this,” says Nina Green, who leads Agilent’s CDx Division, “where the artistic creativity of our campaign material takes center stage.”

Agilent’s award highlighted key product materials developed to build awareness: a product brochure, print advertisement, digital banner ad and web-based training announcement card.  You can see examples of the campaign here and here.

Thanks to Agilent employees Angelina Longstreth (who led the campaign), Liz Sorensen and Darlene Krohn for their help with today’s post!

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