ABOUT

Product : Jakavi (Ruxolitinib) - Oral Tablet
The Problem : Approaching Loss of Exclusivity (LOE) / Patent Cliff.

An emotional loyalty & brand retention strategy for Novartis .

The Strategic Pivot (The Big Idea)
The Shift : Moving from Clinical Data alone to Emotional Continuity & Proven Trust.

The Two Narrative Pillars: :
Jakavi Tales – Stories of Strength
(Focus : Personal rhythm, life stability,
physical relief from splenomegaly)

My First Jakavi – Right Therapy. Right Time. (Focus: Expert intuition, clinician pride,
10 years of data).