Pharmaceutical Executive July 22, 2025
Krishna discusses why the time was right to take the marketing directly to the patients.
To mark the 10-year anniversary of the drug’s approval, Astra Zeneca launched the first DTC campaign for Tagrisso. Pharmaceutical Executive spoke with Arun Krishna, vice president and head of Astra Zeneca’s lung cancer franchise and US oncology business unit, about the inspiration for the TagrisSO I can campaign.
How do pharma companies effectively utilize DTC marketing?
Pharmaceutical Executive: What made AZ decide to launch the first DTC ad for Tagrisso on its 10-year anniversary?
Arun Krishna: This year marks ten years since Tagrisso was first approved, which makes it a natural moment to reflect on its impact and continued role in care. With more than...
Today's Sponsors
Today's Sponsor