KEYTRUDA Cervical Cancer Patient Profile Campaign

I led the development of a Patient Profile campaign designed to broaden awareness of KEYTRUDA in cervical cancer through hypothetical patient scenarios.

The campaign used patient profiles to communicate eligibility considerations and help HCPs better understand which patients may be appropriate for treatment, presenting information in a clear, accessible, and compliant way.

The Patient Profile ecosystem was delivered across multiple touchpoints, including Doximity video, Medscape BrandStory, Medscape Infosite microsite, LinkedIn social ad, HQ and Veeva email. Each element worked independently while reinforcing a consistent narrative across channels.

Within the ecosystem, teaser-style messaging such as a “Did you know?” approach was used to drive engagement and challenge assumptions across channels.

The campaign exceeded performance expectations, reaching a broader audience than anticipated and demonstrating the impact of a coordinated, profile-driven awareness approach in oncology.

Client: Merck