Perjeta surgeon campaign

HER2+ breast cancer tends to be more aggressive, more invasive, and more likely to be node-positive. Most general surgeons see very few HER2+ patients each year. For these patients, they are used to performing surgery first, before referring the patient to a med onc for adjuvant treatment. There is a need to shift this paradigm and encourage these surgeons to refer patients to a med onc prior to surgery so that patients have the option of neoadjuvant treatment with Perjeta + Herceptin.

Created campaign concept (including headlines), booth design for the ACS congress, and ambient conference advertising.