scemblix
SCEMBLIX is a tyrosine kinase inhibitor (TKI) that is tough on Philadelphia chromosome-positive chronic myeloid leukemia (Ph+ CML) in chronic phase. SCEMBLIX is tough on CML with a different touch.
CML unbranded
In Chronic Myeloid Leukemia, oncologists believe their patients are the lucky ones, because CML is considered the “good cancer.” But there’s no easy drug to treat CML, and patients struggle with side effects every day for the rest of their lives.
Oncologists were ignoring the true burden of CML, so we introduced the Rethink CML campaign, to challenge their thinking in a BOULDER way.
ASCO booth experiential
We then took the ReThink CML campaign to ASCO 2024, bringing it to life through a digital experience they wouldn’t just see, but would feel. Using augmented reality, Rethink CML projected attendees into patients daily lives.