The High Stakes of NMIBC
There hasn’t been a new treatment for high-risk non—muscle-invasive bladder cancer (NMIBC) in decades. To prepare the market for a new entrant, we wanted oncologists dissatisfied with the unacceptable efficacy of current treatments.
The slot machine campaign emphasized the gamble doctors are forced to make with patients’ lives whenever they prescribe treatment for high-risk NMIBC.
As luck would have it, the campaign debuted at the 2025 American Urological Association meeting in Las Vegas, with a booth featuring an enormous animated slot machine.