Xeloda: Chemo at your convenience
Insight: Typical chemo is difficult. In addition to the physical discomfort, the regimen disrupts regular activities and schedule: to receive treatment, individuals must spend hours at a medical facility attached to a drip.
As chemotherapy in pill form, Xeloda offers patients a semblance of normalcy, enabling them to undergo treatment while at home or at work. The look and feel of the website reminded people of the comfort and normalcy of home; advertising units emphasized the simplicity of taking a pill within busy lives; and an email program provided support needed in lieu of regular visits for treatment.
Educating oncologists with an interactive E-Detail
An interactive e-detail offered animations about the treatment’s MoA, as well as a set of patient case studies that enabled physicians to explore who is–and who is not–a good candidate for oral chemotherapy.
