Teva Oncology

Creative Rationale

By focusing on rare cancers, Teva’s commitment is rather unique—serving small cancer populations that don’t often make the headlines. With the ‘In A Word’ Campaign, AbelsonTaylor focused on Teva’s understanding of who their patient really is, what makes them more than just another script.

Many pharma companies say they’re in it for the patient. Not particularly unique or ownable. This campaign backed that position with true understanding and emotion to make it different and believable.