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This Ad Spot for Opdivo Highlights a Recently Approved Treatment
Rebecca Byers — December 2, 2015 — Marketing
References: ispot
This emotional television commercial for the immunotherapy drug Opdivo showcases a father-son relationship affected by advanced squamous, non-small cell lung cancer. Titled 'Longer Life,' the emotive ad spot showcases the exciting potential of the drug, which is intended for patients previously treated with platinum-based chemotherapy that did not succeed.
Shot in the architectural wonder of downtown Chicago, the Opdivo commercial highlights the risks involved with taking the drug as well as the results of a recent clinical study, which suggested that Opdivo reduced the risk of dying in studied patients by 41% compared to chemotherapy.
Opdivo, an intravenous drug manufactured by Bristol-Myers Squibb, is currently the only immunotherapy drug approved by the FDA for the treatment of advanced squamous, non-small cell lung cancer.
Shot in the architectural wonder of downtown Chicago, the Opdivo commercial highlights the risks involved with taking the drug as well as the results of a recent clinical study, which suggested that Opdivo reduced the risk of dying in studied patients by 41% compared to chemotherapy.
Opdivo, an intravenous drug manufactured by Bristol-Myers Squibb, is currently the only immunotherapy drug approved by the FDA for the treatment of advanced squamous, non-small cell lung cancer.
Trend Themes
1. Immunotherapy Awareness - Increased awareness of immunotherapy treatment and its benefits will create opportunities for drug manufacturers to develop more targeted and effective therapies for cancer and other diseases.
2. Emotional Storytelling in Medical Advertising - The success of this emotional ad campaign for Opdivo could inspire more pharmaceutical companies to use storytelling as a marketing tool, potentially changing public perception of medical treatments and the pharmaceutical industry itself.
3. Rising Demand for Alternative Cancer Treatments - As more patients become aware of immunotherapy drugs like Opdivo, there is potential for increased demand for alternative cancer treatments that go beyond traditional chemotherapy and radiation therapy.
Industry Implications
1. Pharmaceuticals - Opportunities exist for drug manufacturers to develop and market more effective immunotherapy drugs as the market for cancer treatment becomes increasingly competitive.
2. Advertising - The success of the Opdivo ad campaign showcases the potential for storytelling and emotional appeal in medical advertising, creating new opportunities for ad agencies to develop similar strategies.
3. Healthcare - As the market for cancer treatment continues to evolve, there is a growing need for healthcare providers and medical professionals to stay up-to-date on the latest treatments and technologies.
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