Client: Novartis’ Femara

Challenge: The Femara brand team wanted to find ways to increase the loyalty of patients who were prescribed Femara to prevent recurrence of breast cancer.

Solution: Beyond The Pink, an unbranded lifestyle magazine, was created to elevate positive recall of the Novartis oncology franchise and help to naturally encourage advocacy by breast cancer survivors.

Result: This initiative was well received by the brand and in patient focus groups.