Xospata “More Time” Launch
Astellas · Oncology launch · HCP and patient support
The challenge
Launch a new treatment for FLT3+ AML by adapting global creative to Canada’s regulatory environment without losing the impact of the original.
The insight
HCPs like to feel like superheroes, but the real goal of treatment is what it gives patients. So instead of focusing on the disease, we focused on what matters most to both HCPs and patients: time.
Adapting for Canada
PAAB pushed back on the global creative: “Even with treatment, AML isn’t stopping; this creative exaggerates the effect of the drug.” We kept the train theme but reframed it around optimism for a patient’s “next stop” in their journey.
Patient support program
Xospata was promising, and Astellas wanted a PSP that felt optimistic without promising too much. The identity balances hope with restraint.
Global core creative
Canadian core creative
Patient support program
