Merck evolves Keytruda ad campaign, building on patient insights and highlighting 16 approvals

Cancer patients don’t want to be defined by their disease. Merck’s latest campaign for its immuno-oncology blockbuster Keytruda homes in on that insight by highlighting the passions, work and creativity of people living with cancer, instead of the condition itself.

The “Known For” campaign includes two TV commercials with people who are known for things such as being a loving parent, a free spirit, a passionate artist or for loving the outdoors.

“No one wants to be known for cancer, but a treatment can be,” says the voiceover in both videos.

The idea behind the new work came from patient sentiments sparked by an “incredibly scary and overwhelming” cancer diagnosis. While they’re consumed by understanding their disease and navigating treatment options, Merck repeatedly heard from people that they still don’t want to be defined by the diagnosis, said Ali Kresge, executive director of consumer marketing for Merck Oncology.

Ali Kresge

“That’s really the important part of this campaign, fighting cancer might mean a new normal in terms of day-to-day activities, but it doesn’t mean a new you,” she said. “Keytruda can be known for cancer, so you don’t have to be. Keytruda may be an option for you in fighting cancer, so you can continue to focus on being you.”

The campaign is an evolution of Merck’s long-running direct-to-consumer Keytruda advertising that debuted in TV ads in 2017 and focused on real patients and their “Tru” stories. The people shown in the new “Known For” ads are actors, but Merck will continue to showcase its real “Tru” patients in its campaigns and promotions, Kresge said.

Another change in the latest ads is a specific mention of Keytruda’s approval for 16 different types of cancer. The ads also mention the med is in “hundreds of clinical trials, exploring ways to treat even more types of cancer,” via narrator voiceover.

Multiple indications had been mentioned in earlier versions, but they’ve been moved up front in the new ads, Kresge said.

“We recognize how important it is to emphasize that Keytruda has many approved indications under one brand, but the challenging part is to do that simply,” she said, adding that Merck’s intent is for people “to remember to ask their doctor if Keytruda is right for them. They don’t need to recall all the details, they don’t need to get in the weeds.”

The campaign will run on broadcast and streaming TV channels as well as on digital and social media.

Keytruda got its first FDA nod in September 2014 for the treatment of advanced melanoma, followed a year later with an approval for metastatic non-small cell lung cancer. Merck has since added indications including Hodgkin’s lymphoma, urothelial, gastric, head and neck, endometrial and colorectal cancer for certain patients.

Keytruda sales reached almost $21 billion last year, and analysts anticipate sales this year will increase to around $24 billion, making it the world’s top-selling drug.

fda
clinical trials