Thursday Night DTC Marketing: Q&A with Dan Switzer

Dan Switzer
Head of US oncology business
Daiichi Sankyo

Daiichi Sankyo premiered its first direct-to-consumer television ad for its lead cancer medication, Enhertu, during Thursday Night Football on September 19. Dan Switzer, head of US oncology business, spoke with Pharmaceutical Executive about the ad, the new campaign, and how it came together.

Pharmaceutical Executive: What is the overall strategy for this campaign?
Dan Switzer: Daiichi Sankyo and AstraZeneca have launched NOT TODAY, the first direct-to-consumer (DTC) campaign for ENHERTU, furthering a continued commitment to eligible patients with metastatic breast cancer. It is also the first DTC campaign in oncology for Daiichi Sankyo.

Since 2019, the efficacy, safety profile and patient support offerings of ENHERTU have changed what it means to live with metastatic breast cancer and redefined the standard of care for certain eligible patients. However, today’s communications in the category do not reflect the full story.

This new campaign reflects the authentic patient story: grounded by insights, inspired by patients, and fueled by hope. We needed to match our breakthrough science with a breakthrough campaign that connects with and empowers patients with metastatic breast cancer in a way that hasn’t been fully explored or appreciated.

The goal of the campaign is to drive education and awareness of ENHERTU, which could potentially be a life-changing medication for eligible patients, while also shining a much-needed light on the realities of living with metastatic breast cancer–the highs and the lows.

We want to continue to empower patients to take back what cancer has stolen from them while also educating the broader public about authentic metastatic breast cancer experiences to help change outdated narratives and relieve societal pressures for people living with metastatic breast cancer to “be okay.”

By highlighting the realities of living with metastatic breast cancer, ENHERTU will show up for this community in a way that has not been done so before in a branded space.

PE: Was there a specific reason why you chose to premiere it during Thursday Night Football?
Switzer: One of the objectives of the NOT TODAY campaign is to not only educate patients with metastatic breast cancer about Enhertu and its potential benefits but also their caregivers, family and friends. This is one of the reasons why we chose to debut the campaign during Thursday Night Football so that we can reach people who have loved ones or are involved in the lives of patients with metastatic breast cancer.

The campaign also includes a multichannel presence including a 90-second ad on streaming platforms (Hulu, BET, Peacock, Amazon, Telaunivision/Vix, Paramount+), ad placement in People Magazine, promotion on Instagram, Meta, X, and Reddit, as well as placement on screens in oncologists’ offices, email, and display advertising.

PE: Does direct-to-consumer marketing for drugs like Enhertu have a larger presence in the modern Pharma landscape?
Switzer: Since treatment decisions in cancer are often co-owned between the oncologist and the patient, we believe that DTC is an important aspect of pharmaceutical marketing landscape to make sure that patients are as informed as they possibly can be about treatment options.

PE: Why did you decide now was the right moment for a DTC campaign for this medication?
Switzer: Until now, all of our communication, education, and awareness efforts for Enhertu were directed towards the oncologist and other healthcare providers. Now that about 9 out of 10 patients living with metastatic breast cancer may be eligible for Enhertu at some point, we wanted to make sure that patients and their caregivers really understand that Enhertu can be a life-changing medicine for them. For this reason, we thought it was the right time to start talking directly to patients.