In the midst of the pandemic, AstraZeneca marketers were looking for a way to reach oncology healthcare professionals and promote the groundbreaking approval of a new indication for TAGRISSO, a targeted therapy for EGFR+ Non-Small Cell Lung Cancer. This in-demand audience is bombarded with new reports daily, so it was important to break through the noise and connect with them in a valuable way.

The TAGRISSO marketing team looked for places to reach their target in a professional yet personal environment. They selected LinkedIn to run a pilot Sponsored Messaging campaign, and the results exceeded expectations, providing the highest click-through rate (CTR) the product has seen on any social media platform.