TASIGNA is an amazing drug in a category full of them: chronic myeloid leukemia (CML). This disease has been transformed from a death sentence to a chronic disease, and now with TASIGNA, treatment has been transformed again. Treatment-free remission (TFR) was a new idea in CML, in which patients have reached such a deep level of response that they can safely come off of treatment. But how do we trumpet this amazing new ability quickly without confusing people and thinking they can simply stop treatment? How do we get them to see this older cancer drug from a different perspective?

Our campaign showed that Deep Molecular Response (DMR; a level of efficacy where the cancer is undetectable) can become TFR, if you just look at DMR a different way. Letters printed with a 3D printer appear to read DMR from one direction and TFR from another. Our booth at the European Hematological Association meeting in Madrid got lots of attention, featuring a large 3D sculpture hanging over the booth and reading completely differently depending on the angle you see it.

However, this campaign was about more than just the 3D letters, but all the ways we can look at things from unusual perspectives. The back cover of the sales aid, for instance, contained a poem that can be read either left to right or vertically, as a memorable way of summarizing the benefits of TASIGNA. The concept, writing, and even the poem were my work.