It’s been additional than a ten years given that Dendreon’s prostate most cancers immunotherapy, Provenge, won Food and drug administration acceptance. Now, immediately after a lackluster launch, a individual bankruptcy and several possession changes, the biopharma is upping its advertising and marketing game—enlisting an NBA all-star as its 1st-ever celeb spokesman.

Retired Detroit Pistons and Duke University basketball wonderful Grant Hill, now part owner of the Atlanta Hawks, is the experience of Dendreon’s new “Start Strong” recognition marketing campaign for prostate cancer. 

The branded campaign aims to enchantment especially to Black men who, as the campaign notes, are twice as likely as Caucasian men to get prostate most cancers and 2.5 times more most likely to die from it.

“We’re attempting to first educate and make awareness [about the disease and treatment options] and also showcase that our therapy does have a extremely favourable influence on the African American populace,” explained Chris Fong, Dendreon’s senior director for advertising and analysis.

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Dendreon is utilizing the campaign to tout serious-earth knowledge displaying that Black adult men taken care of with Provenge may perhaps live extended than white men who get the treatment method.

The marketing campaign web-site cites the firm’s registry research (PDF), called PROCEED, of practically 2,000 gentlemen with metastatic castration-resistant prostate most cancers (mCRPC) who ended up treated with Provenge in between 2011 and 2017. 

The details exhibit African American adult men in the review had a median general survival 9.5 months longer than white gentlemen. The survival reward was even more pronounced (20.9 months lengthier than white adult men) among the a subset of individuals who had a baseline PSA (prostate-precise antigen) beneath the median when acquiring the treatment. 

The Begin Robust marketing campaign, which started in September and runs by way of the center of following 12 months, marks a shift in the company’s internet marketing game approach.

“We’re much additional patient-centric than we have been in the earlier,” Fong reported. “We’ve additional a whole lot of new folks in just our organization with a good deal of practical experience when it will come to advocacy, affected person marketing and advertising and HCP advertising and marketing.”

Dendreon is marketing…