Novartis following fellow cancer drug makers, turns to TV advertising with new Piqray campaign

Novartis is joining a group of drugmakers already advertising cancer treatments on TV with the launch of its Piqray campaign. The first work for metastatic breast cancer (MBC) therapy Piqray includes a national TV ad along with digital, print, social media and in-office materials. The TV commercial uses the first part of the drug name, “Piq,” as a homonym for “pick.” Female actors speaking in the commercial talk about how they chose to “Piq” hope, clarity and knowledge in their treatment choice for MBC.

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