Designing Messaging to Address Long-Term Risk in Adjuvant Therapy

Our Challenge: A global pharmaceutical company was preparing to launch an oncology treatment in the adjuvant setting for a lower-risk population. Many patients were reluctant to pursue additional therapy after completing initial treatment, and providers struggled to communicate long-term recurrence risk in a way that felt urgent without undermining patients' sense of recovery. Existing messaging failed to resonate with patients focused on short-term wellbeing and identity as "disease-free." 

Our Unique Approach: Using a behavioral science-led message development process, we identified present bias as a key barrier driving disengagement. We translated this insight into communication strategies that helped providers bring future risk into the present, leveraging narrative framing, identity-affirming messaging, and conversion testimonials to make long-term benefits feel concrete and emotionally relevant. 

Successful Outcomes: The work informed a behaviorally grounded strategic brief that guided agency creative development for branded and unbranded campaigns. Resulting messaging supported clearer, more effective treatment discussions and stronger engagement with adjuvant therapy in the new indication.