Despite decades of efforts, researchers have long been unsuccessful in attempts to target the KRAS G12C mutation, the genetic driver of multiple cancer types. Amgen finally succeeded where others had not when the FDA-approved Lumakras for the treatment of KRAS G12C mutated non-small cell lung cancer (NSCLC). In order to assure a successful launch, it was crucial that a campaign raise awareness not only about the new treatment, but also the importance of biomarker testing for this mutation.

One of the first steps was a push around the World Conference on Lung Cancer in January 2021. At the same time, Amgen communicated with national dailies and placed sponsored content in USA Today, Scientific American and others.

Pre-launch briefings helped assure robust coverage, especially in The Wall Street Journal. The release of multimedia news 15 minutes after launch assured that Amgen would lead the conversation with video, informational graphics and community perspectives.

On Twitter and LinkedIn, 45 #LungLives posts recounted the decades-long journey that culminated in Lumakras and even included the first custom lung emoji. At the same time, amgen.com spotlighted the approval and the KRAS digital hub was refreshed.