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GLIADEL Wafer is an implant used during brain tumor resection surgery; it is inserted into the tumor cavity after the resection to deliver chemotherapy directly to the tumor site. Its use was beginning to flag as a minimally invasive neurosurgical device that treats brain tumors with radiation therapy gained popularity.

Campaign Objectives
Increase the number of surgeons using GLIADEL Wafers for the first time as part of brain tumor resection surgery, and reignite use among current users.

Big Idea
By focusing on a medical oncology story, existing materials failed to speak to the needs or interests of the real decision-maker, the neurosurgeon. Our solution for the client - who was highly motivated to make positioning and branding changes based on a DDMAC warning - was to reposition our focus to the challenge of resecting diffuse disease by showing surgeons how GLIADEL Wafer effectively targets cancer cells beyond the surgical margin.

Campaign Elements
• Illustration series based on a microscopic rendition of migration and invasion of diffuse glioma cells
• Retooling of the brand's icon - the Wafer Man - to represent a surgeon
• Core sales aid
• NCCN guidelines flashcard
• Booth graphics

Results
The repositioned focus was highly motivating to MGI sales reps, who have been driving consistent week-over-week growth since the introduction of new materials.

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