CAR T-cell PR: From Clinical Trials to Standard of Care
When I joined Nebraska Medicine and University of Nebraska Medical Center (UNMC) marketing and PR teams, I was asked to oversee two large expansion projects with one being the NCI-designated Fred & Pamela Buffett Cancer Center. Along with construction progress, I was accountable for overseeing the growth of the cancer service line. Cue the development of a marketing plan.
Marketing Program Management
Nebraska Medicine and UNMC were well-positioned in lymphoma. The program had national and international accolades so when the news began to circulate that Nebraska Medicine & UNMC were part of a select group of clinical trial locations for CAR T-cell therapy, our PR team was quick to capture the patient stories and gain local and national media attention.
The momentum that was built by the PR team was instrumental in laying the foundation needed for the lymphoma program as it approached moving from clinical trial phase three to a standard of care that would be recognized by government agencies and insurance companies.
The operational aspects of moving from a clinical trial phase to a standard of care were months in the making and we sat at the table formulating our support, allocating resources and advising on what we believed should be done when, where and why. We learned a ton during that time. Mostly patience and perseverance. The strategic marketing and PR work included engaging with a local reporter whose reach expanded nationwide through affiliate news networks as well as patient and provider video stories, Facebook live events and blogs, which started two years in advance, and was invaluable when the program became available to more prospective patients and the competition expanded. We secured top Google rankings as well as content that was credible based on longevity and engagement. Both proved important for B2B and B2C opportunities.
Without the oversight of a key PR team member and countless internal team members’ trust, the program’s success would have been minimized.
Featured (L to R): Key PR team member, Jenny N., and myself at the 2018 PAMN Conference
