Leave No Stone Unturned
How do you activate community oncology to accelerate diagnosis and treatment?
BPD developed an integrated strategy to improve recognition of CA-LEMS in patients with SCLC by educating healthcare providers where diagnosis and treatment decisions are made while shifting how symptoms are interpreted.
THE IMPACT
+41%
Increased VGCC-Ab testing
+10%
Exceeded quarterly forecast
+30%
Increased the annual business goal in Q1
+51%
Website engagement
Medical Marketing and Media Awards
THE CHALLENGE
Seeing beyond the expected.
CA-LEMS in patients with SCLC is a rare neurologic paraneoplastic syndrome that is frequently overlooked because its symptoms often mimic expected cancer progression. Low awareness, limited diagnostic testing and fragmented referral pathways contribute to delayed diagnosis and missed opportunities for timely treatment.
OUR APPROACH
Changing how clinicians see CA-LEMS.
BPD developed an integrated strategy to help oncologists recognize CA-LEMS in patients with SCLC earlier by reframing how symptoms are interpreted, activating community oncology and creating compelling campaigns that inspired providers to look beyond the expected cancer narrative.
Redefine the clinical narrative.
Highlighted subtle clinical signals that differentiate CA-LEMS from expected cancer symptoms, encouraging providers to question what they were seeing rather than accepting it at face value.
Activate community oncology.
Delivered targeted education through BPD’s established healthcare provider network, reaching clinicians where diagnosis and treatment decisions are made.
Create memorable creative platforms.
Developed compelling campaigns — including Leave No Stone Unturned and The Evolution of Dan — that transformed a complex clinical challenge into emotionally resonant stories, making the invisible burden of CA-LEMS visible and reinforcing the impact of earlier recognition and treatment.
