From ‘functional’ to emotional, Amgen’s marketing for cancer bone med Xgeva shifts to patients’ stories

Amgen is taking a new approach to its Xgeva marketing. Instead of straight-forward explanations about how the drug can help prevent bone fractures in metastasized cancers, Amgen is refocusing on heartfelt patient stories. Maggie, Karen and Allison are all real women living with metastatic breast cancer and starring in long-form…