Verastem Oncology has launched a marketing campaign for its co-packaged cancer drugs to drive use of the treatment in earlier lines of therapy.
The FDA granted accelerated approval to the Avmapki Fakzynja Co-Pack one year ago. On an earnings call last month, Mike Crowther, Verastem’s chief commercial officer, said that, as expected, many physicians’ first experience with the Co-Pack is often in later lines. Verastem wants to increase the use of the Co-Pack in patients experiencing their first recurrence of low-grade serous ovarian cancer (LGSOC).
Boston-based Verastem has launched its “Reimagine” campaign to encourage healthcare professionals (HCPs) and patients to rethink how LGSOC is treated. Verastem is using the “Reimagine” branding across the HCP and patient Co-Pack websites, while varying the content delivered to the audiences.
The patient website prominently features a video about Mary, an LGSOC patient. In the video, Mary tells the story of her diagnostic and treatment journey. Mary joined a clinical trial of the Co-Pack when her cancer recurred. Across the six-minute video, Mary describes the side effects she experienced and her positive response to the treatment.
The initiative will be supported by a digital ad campaign to generate awareness about the availability of the Co-Pack and drive traffic to the product website to access more tools, Crowther said last month. The company is also expanding its educational plans with additional peer-to-peer programs.
Verastem reported net Co-Pack revenues of $17.5 million in the fourth quarter, bringing its total for the year to $30.9 million. Nearly 300 doctors had prescribed the Co-Pack as of February. LGSOC is a slow-growing cancer, and patients stay on their first treatment for several years, Crowther said, and as such, Verastem expects it will take time to achieve peak share of first recurrence.