Whyneoadjuvant.com

When treatment is given before surgery, it's called neoadjuvant therapy or preoperative therapy. Neoadjuvant therapy drugs are often the same as adjuvant therapy drugs (those used after surgery). In the case of KEYTRUDA, it was found that preoperative systemic cisplatin-based could benefit stage ll and lllA muscle-invasive bladder cancer (MIBC) patients.
We developed this unbranded campaign to inform HCPs that early therapy plus surgery is the best standard of care for patients with MIBC. To add some visual interest to the campaign we created an engaging and iconic key art that can be used across drivers and digital tactics to capture viewers’ attention as well as be disruptive. The IV and the scalpel together represent that combination of early therapy (IV) and surgery (scalpel). whyneoadjuvant.com.