With 3 indications and nearly a decade on the market, NEXAVAR was a well-established oncology brand. Our mission was to create dynamic messaging to help the brand retain share of voice among growing competition in 3 indications. Specifically, for the indication in unresectable hepatocellular carcinoma, the brand team wanted our help in reaching the multidisciplinary treatment team with a simple question about the right time to begin treatment with NEXAVAR. Our “Why Wait?” campaign poses the question directly, challenging treaters to consider NEXAVAR earlier in the process.