Eisai has launched “Made of More,” a new campaign to support and create a community among people with head and neck cancer.
Working in partnership with the Head and Neck Cancer Alliance, Support for People with Oral and Head and Neck Cancer, the Thyroid, Head and Neck Cancer Foundation and CancerCare, Eisai is telling the unique stories of individuals impacted by this often-overlooked cancer—accounting for only 4% of all cancers in the U.S.—and reminding patients that they are so much more than just the disease.
The campaign’s focal point, MadeOfMore.com, features interactive artwork that brings to life the stories of real people affected by this diverse group of cancers, which receive little public attention and yet will yield close to 67,000 new diagnoses in the U.S. in 2023.
The stories told in the campaign highlight patients before, during and after diagnosis, plus shine light on their caregivers.
Eisai is currently testing its approved cancer drug Lenvima in combination with other oncology drugs in head and neck cancers, while Lenvima is also approved in certain thyroid cancers.
According to Teresa Cronin, vice president of corporate communications and patient advocacy at Eisai, some of these patients also experience a social stigma surrounding the disease because of the debilitating affects it can have on one’s physical appearance and speech.
The campaign website features information about head and neck cancer that includes risk factors and common symptoms, healthcare providers and links to helpful resources from the campaign’s advocacy partners. Resources include questions to ask a doctor, nutrition for cancer patients, talking to children about cancer, information on insurance and financing, etc.
In an interview with Fierce Pharma Marketing, Cronin said the Made of More campaign was two years in the making and focuses on finding opportunities to create a community for those affected by head and neck cancers who often feel isolated.
“These are real people who really need others to understand the complexity of this disease and to inspire others to not let it define them,” Cronin explained. Along with the website, the first phase of the campaign will include social media with opportunities to join the conversation at #MoreThanHNC.
Similar to other healthcare campaigns led by Eisai, the pharma company wants to listen to feedback during phase one and then respond where the public still has additional needs.
“We put a strong emphasis on socialization and listening; we feel it’s the only way to deliver impactful content to the patient community,” Cronin added.
“For us, it’s really about listening and understanding those with firsthand experiences living with cancer of the head and neck, and to partner with our advocacy partners to help bring awareness around shared experiences that showcase how people are affected, while also making them feel connected and supported.”