The campaign features experiences from 8 different cancer types across Amgen’s portfolio, including small cell and non-small cell lung cancer, gastric cancer, and colorectal cancer.

Substance edited the full filmed interviews into cutdowns for YouTube and social. Our team designed the protractor imagery that tied the entire campaign together, as well as the collages in the intros of all of the videos.

We managed the social copy for the Amgen Oncology and Amgen channels, the creation of the YouTube Playlist and led the paid strategy and implementation.

The campaign launch was timed to coincide with the 2023 ASCO (American Society of Clinical Oncology) Annual Meeting, with strong alignment between the campaign objective and ASCO’s theme: “Partnering with Patients.” Several of the videos were played in the ASCO booth as well.  

Patient Points of View received media coverage in major medical publications including Fierce Pharma, Endpoints News, and MM+M, featuring quotes from Amgen spokespeople and also mentioned key data being presented at ASCO. 

Overall, the campaign has generated 535.3K impressions, 810 engagements, 319.9K video views and 378 link clicks.