TUSTIN, CA: Radient Pharmaceuticals will launch a national outreach campaign at the beginning of next year to generate sales of its Onko-Sure cancer test.
Onko-Sure is an in vitro diagnostic blood biomarker test used for monitoring colorectal cancer during and after treatment. The initiative will help to differentiate the test from other clinical cancer markers and tests. The effort is targeting physicians, labs, and patients.
There are approximately 5 million individual carcinoembryonic antigen tests performed annually in the US, the company said in a statement.
Beyond increasing sales for its test, the company also hopes to grow testing in general for colorectal cancer.
“We have to start with the greater good to be successful,” said Douglas MacLellan, chairman and CEO of Radient. “We won't be successful unless people understand they need to be tested.”
The $1.36 million integrated campaign includes PR, social media, trade events, print advertising, and direct mailings. The campaign also features an interactive website, MyCancerQuiz.com, which focuses on identifying at-risk patients for colorectal cancer in the US and lung cancer in Canada.
Over The Top, a digital marketing firm, is aiding the company with the campaign.