We were tasked with communicating directly with community hospital Oncologists who treat Multiple Myeloma, a complex and incurable type of blood cancer. These doctors have a bond with their patients that runs deep, and often runs for many years, sometimes decades.

And while their bonds may be unbreakable, up until now, in order to give their patients the best treatment options, they needed to send them elsewhere for it.

Pfizer is introducing a novel class of bcma-directed therapy much easier to administer in a local hospital setting, revolutionizing the future of RRMM treatment and allowing these doctors to Continue Being the One. A breakthrough for an unbreakable bond.

Creative Directors/Creatives: Dawn McCarthy & Paula Dombrow