The situation
An essential method of bringing attention to a new product is through its unique campaign, and the execution of the campaign is what draws individuals to learn more. One method for people to understand a product’s new campaign can be through multichannel launch awareness and educational campaigns (print/digital/website). MONJUVI, the first product launched by MorphoSys in collaboration with Incyte, is the first and only FDA-approved second-line therapy in adult patients with diffuse large B-cell lymphoma (DLBCL), in combination with lenalidomide.
MONJUVI was approved on July 31, 2020, under accelerated approval. With approval occurring during the middle of the pandemic, the MorphoSys team had the unenviable task of a virtual launch for its first-ever product.
The insight
The lack of a permanent J code at launch for an in-office administered product created additional complexity at launch that required education and awareness. In addition, the use of a combination therapy regimen that included products managed and reimbursed through separate payer pathways attenuated the education need.
The solution
We created a core toolkit with components designed for one-stop shopping, in print and digital formats, that were available for reps to distribute and housed on both the My MISSION Support and monjuvihcp.com websites. Our reimbursement toolkit included guides that enabled seamless initiation of therapy on day 1 of approval by eliminating access and reimbursement hurdles. We established a strong value proposition that differentiated MONJUVI as the first and only FDA-approved second-line therapy in adult patients with DLBCL, in combination with lendalidomide. Our patient support program, My MISSION Support, armed patients with a robust yet simplistic enrollment process. Finally, all of this was achieved in a virtual environment, which limited interruption to care during the COVID-19 pandemic.
The results
All materials were LMR-approved on day 1 following launch and were approved for use on day 2. They were then uploaded as digital assets for immediate distribution through the rep CRM. We were proud to foster end-to-end internal collaboration from concept through creative to QC and production; our timelines were well-defined and we offered guidance to assure adherence to timelines. Finally, we closely collaborated with the brand agency on access to brand creative, auditing LMR approval and an advance multiple-step review process to assure products were prepared well in advance of final labeling.