As one of Bristol-Myers Squibb's (BMS) foundational oncological treatments, Sprycel (dasatinib) was vastly important to the consolidation of treatment areas for BMS. As a result of the consolidation, Sprycel was to receive a facelift and be positioned as the key therapy for chronic myeloid leukemia in both first and second-line treatment options.

Deciding to break from the mold of typical informational pharmaceutical websites, Sprycel's consumer site was focused on delivering treatment assistance. With a new focus on affordable care, all messaging was moved from efficacy to hope and possibilities.

Mobile site.

Mobile site.

The new healthcare provider website also focused primarily on the education of the Sprycel Assist program and how it could offer financial aid to patients. The secondary objective was to make the site easy to navigate while quickly presenting new efficacy data.


Role: Strategy/Creative Direction
Agency: Cadient Group