Roche Products (New Zealand)

... work in progress ...

Hoffman-La Roche is a multinational healthcare company with headquarters in Switzerland. I am contracted part-time to deliver marketing materials for their lung division (Alecensa, Avastin, Tarceva, TECENTRIQ). Along with Product Strategist Simon Couldstone, I developed the positioning of Roche's newest addition to its lung division, TECENTRIQ, a treatment for locally advanced or metastatic NSCLC* that shows more promising results than chemotherapy.

About Roche & The Lung Division

Since 1969, Roche has supplied over 100 medicines to New Zealand with a focus on cancer therapies. In their lung division, Roche supplies Alecensa, Avastin, Tarceva, and TECENTRIQ to New Zealanders. TECENTRIQ is the latest medicine to join the lung division treating the most common lung cancer, metastatic Non-Small Cell Lung Cancer. Its rival, Keytruda, was released earlier and has been labelled a wonder drug by the media, but Keytruda can only be used in about 50% of patients and TECENTRIQ can be used in 100% of patients. Preliminary trials show TECENTRIQ may be a more effective treatment option than Keytruda and studies show clearly that TECENTRIQ is a more effective treatment option than chemotherapy.

About My Work

Along with several agencies, I was asked to deliver a positioning proposal for TECENTRIQ that would place it as the first choice for Health Care Providers looking to treat mNSCLC. I developed TECENTRIQ’s positioning with Product Strategist Simon Couldstone.

This was accepted by Roche and is being rolled out currently.

Positioning Campaign: MORE THAN


I have produced the following for Roche:

Interactive PDF / Word Forms

For use when ordering TECENTRIQ

Campaign Documents

Informational documents for digital / print

Leave Pieces & Booklets

For patients, HCPs, and stakeholders

Custom EDM Templates

For TECENTRIQ, Alecensa & Avastin

Pull-Up Banners

TECENTRIQ & Roche Brands Pull-Up Banners

Branded Pens & Post-It Notes

Marketing collateral for TECENTRIQ

Interactive Digital Sales Aid (DSA)

Interactive PDF Sales Aid (100+ pages!)

Print & Digital Advertising

Full-Page Ads for TECENTRIQ

Informational Websites

Educational websites for consumers by Roche Products

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