"My Second First Time" was inspired by a challenge from MSD, a healthcare company known for their innovative oncology therapies. They wanted to shift their brand reputation from being recognized solely for their cancer treatments to a company that truly cares for cancer patients and prioritizes their needs.
But how do you differentiate yourself as a patient-centric company in a sea of sameness, especially in a country where you're not as well-known as your competitors? That was the challenge we faced.
We embarked on a journey to identify an unmet need of cancer patients that demonstrated MSD's commitment to...