2026 Social Media Program · Managed Service · 6 Months
Bicara Therapeutics
Bicara Therapeutics Inc. 2026 Social Media Program — a six-month managed media program delivering ficerafusp alfa / HNSCC HCP education to 12,638 NPI-matched healthcare professionals across Meta and LinkedIn Newsfeed. Two creative paths on the table — Digital Opinion Leader (DOL) or "Man on the Street" (MOTS) — and three budget builds, all at $200K. Running June 1 – December 31, 2026.
Audience
12,638 NPIs
~92% match · from 13,736-list · 4 tiers
Channels
Meta · LinkedIn
Newsfeed only · NPI-targeted
Duration
6 Months
Jun 1 – Dec 31, 2026 · even monthly pacing
Investment
$200,000
Managed service · 3 budget options
The Opportunity
The brand
Ficerafusp alfa (BCA101) is Bicara's lead clinical asset — the first bifunctional antibody to combine EGFR blockade with a TGF-β trap on a single molecule, specifically engineered to drive tumor penetration for deep and durable responses. The launch indication is head & neck squamous cell carcinoma (HNSCC), a space where the current standard of care leaves substantial unmet need.
The audience challenge
HNSCC is a concentrated specialist universe — head & neck medical oncologists, surgical oncologists, and radiation oncologists across academic and community centers. First-in-class education has to land with the right ~3K–5K HCPs, not the broad oncology population — and it has to feel like one peer talking to another, not a brand ad. That's the case for a peer-to-peer KOL program delivered native-format on the platforms HCPs actually scroll.
Key contacts
Bicara side
Frank Lombardi
Client lead · Bicara Therapeutics
Clive So
Bicara-side coordinator
Alissa
Kickoff coordination
Havas Edge
Agency of record
Equals 5 team
Ron Scalici
Co-Founder · Head of Client Engagement
Chad Holloway
SVP, Media & Platform Partnerships
Kierin McCallen
Account Executive
Stephany Rosa
SVP, Account Services
Program shape
Service type: Managed Service (EQ5 runs the media)
Objective: Meta & LinkedIn (Newsfeed only) delivery to Bicara target list — matched HCPs via the EQ5 platform
Duration: June 1 – December 31, 2026 (6 months · even monthly pacing)
Audience: 12,638 unique NPIs · ~92% match rate · 4 tiers
Investment: $200,000 · 3 budget options (see below)
Reporting: Weekly NPI-level via sFTP · monthly cumulative summary by 15th
Terms: Net 30 · billing TBD per SOW
Objective: Meta & LinkedIn (Newsfeed only) delivery to Bicara target list — matched HCPs via the EQ5 platform
Duration: June 1 – December 31, 2026 (6 months · even monthly pacing)
Audience: 12,638 unique NPIs · ~92% match rate · 4 tiers
Investment: $200,000 · 3 budget options (see below)
Reporting: Weekly NPI-level via sFTP · monthly cumulative summary by 15th
Terms: Net 30 · billing TBD per SOW
Status (5/26): Kickoff deck delivered. Two decisions open with Bicara: creative path (DOL vs MOTS) and budget mix (Combo / Meta-only / LinkedIn-only). Awaiting Bicara selection before contracting kicks.
NPI Audience — Target List Match
13,736 submitted →
12,638 matched ·
92% match rate
| Segment | Matched NPIs | Match Rate |
|---|---|---|
| Tier 1 | 632 | 92.13% |
| Tier 2 | 2,528 | 92.02% |
| Tier 3 | 3,159 | 91.99% |
| Tier 4 | 6,319 | 91.72% |
| Total | 12,638 | 92.00% |
Source: EQ5 NPI match run against Bicara Therapeutics Inc. target list. Tier definitions provided by Bicara — segmentation strategy may evolve as the campaign progresses.
Two Creative Approaches — Bicara to Select
DOL
Digital Opinion Leader
📹 Format
Short-form video (15–30 sec) featuring a recognized KOL or specialist speaking directly to target HCPs.
🎯 Tone
Authoritative, peer-to-peer. Clinical credibility with a clear message about efficacy or patient outcomes.
📋 Creative Hook
"As an oncologist who sees these patients…" — opens with shared clinical experience.
📣 Placement
Meta (Facebook / Instagram) and LinkedIn Newsfeed — NPI-targeted to the matched 12,638-NPI list.
MOTS
"Man on the Street"
📹 Format
Candid, unscripted-feel video (15–30 sec) capturing authentic HCP perspectives in real-world settings.
🎯 Tone
Relatable, human, conversational. Builds trust through authenticity rather than clinical formality.
📋 Creative Hook
"I started noticing a pattern in my patients…" — personal story drives engagement before brand message.
📣 Placement
Meta (Facebook / Instagram) and LinkedIn Newsfeed — NPI-targeted to the matched 12,638-NPI list.
$200,000 — Three Budget Options
6-Month Program · CPM held constant from $150K model · Account Management: $2,000/mo × 6 = $12,000
Option A — Meta + LinkedIn (Combo)$200,000
| Item | Rate | Quantity | Subtotal |
|---|---|---|---|
| Meta | $185 CPM | 419,497 Impressions | $77,607 |
| LinkedIn (Newsfeed + Audience Network) | $500 CPM | 220,786 Impressions | $110,393 |
| Account Management | $2,000 | 6 Months | $12,000 |
| Total | $200,000 |
| Item | Rate | Qty | Subtotal |
|---|---|---|---|
| Meta | $185 CPM | 1,016,216 | $188,000 |
| Acct Mgmt | $2,000 | 6 Mos. | $12,000 |
| Total | $200,000 |
Option C — LinkedIn Only$200,000
| Item | Rate | Qty | Subtotal |
|---|---|---|---|
| LinkedIn (NF + AN) | $500 CPM | 376,000 | $188,000 |
| Acct Mgmt | $2,000 | 6 Mos. | $12,000 |
| Total | $200,000 |
Trade-off in one line: Meta-only = max impression volume (1M+); LinkedIn-only = max precision into the verified HCP feed; Combo = the recommended blend (premium LinkedIn reach + Meta scale at the lower CPM).
DOL Option — Deep Dive
If Bicara picks DOL. The four sections below — KOL roster, format reference, ad mockups, production notes — are the working creative for the DOL path. Frank Lombardi is recruiting the four named KOLs; EQ5 owns production. The mockup frames below use Stories / TikTok formats to demonstrate the selfie-style aesthetic — actual paid delivery is Meta + LinkedIn Newsfeed (1:1 and 4:5 video crops from the same 9:16 source). If Bicara picks MOTS instead, this deep-dive section gets replaced; the program shape above stays the same.
The 4 KOLs — Roster & Episode Arc
Dr. Dan Zandberg · UPMC Hillman
Episode 1 — Mechanism
The "why" of the bifunctional. Selfie-to-camera explainer on EGFR + TGF-β biology, what it took to engineer onto a single molecule, and why penetration matters in HNSCC. Tone: peer educator.
Dr. Renata Ferrarotto · MD Anderson
Episode 2 — Clinical Experience
First-hand POV on the response signal in trial — depth, durability, what surprised them. Tone: candid, "here's what I saw." Strongest organic engagement driver.
Dr. Deborah J. Wong · UCLA · MD, PhD
Episode 3 — Patient Case
A redacted single-patient walk-through (history → decision → outcome). The "you'll remember this one" content unit — designed to be the most shared cut of the program.
Dr. Trisha Wise-Draper · University of Cincinnati · MD, PhD
Episode 4 — Access & What's Next
Practical close: where ficerafusp alfa fits in the H&N workflow, what to ask the rep, where to send the patient. Drives the only explicit CTA in the program.
📄
KOL Program Brief — for Frank's meetings →
Two artifacts ready to copy-paste into email: a program overview Frank speaks from in the meeting, and a formal usage statement (12-mo term, HCP-only, Meta · LinkedIn · TikTok · Reddit) that the KOL or their legal team can review.
Open Brief →
Creative Format Reference — Selfie-Style Aesthetic
Format note. The three spec cards below (FB Stories, IG Stories, TikTok) cover the most aggressive UI / safe-zone constraints in social — useful as a production-craft reference. This program's actual paid placement is Meta + LinkedIn Newsfeed, which use 1:1 (1080×1080) and 4:5 (1080×1350) crops. Shoot 9:16 vertical hero footage so the same source can drive both newsfeed crops and any future Stories / Reels expansion.
📘 Facebook Stories
Aspect: 9:16 vertical (full-bleed)
Resolution: 1080 × 1920 min
File: MP4 / MOV · ≤ 4 GB
Length: 1 s – 2 min (sweet spot 15–30 s; FB auto-splits past 10 s into Story cards)
Audio: AAC, 128 kbps+ — sound-on default
Safe zone: Top 14% · bottom 20% clear of headlines / logos (UI overlays the CTA there)
Headline: ≤ 40 chars · Primary text: ≤ 125 chars
Resolution: 1080 × 1920 min
File: MP4 / MOV · ≤ 4 GB
Length: 1 s – 2 min (sweet spot 15–30 s; FB auto-splits past 10 s into Story cards)
Audio: AAC, 128 kbps+ — sound-on default
Safe zone: Top 14% · bottom 20% clear of headlines / logos (UI overlays the CTA there)
Headline: ≤ 40 chars · Primary text: ≤ 125 chars
📷 Instagram Stories
Aspect: 9:16 vertical (16:9 / 4:5 also accepted but degrade the format)
Resolution: 1080 × 1920 (1440 × 2560 ideal)
File: MP4 / MOV · ≤ 4 GB
Length: 1 s – 60 min (target 15–60 s per card; IG splits longer videos)
Audio: Optional but recommended — burn in captions; 60%+ of HCP viewing is sound-off
Safe zone: Top 14% · bottom 20% clear (profile icon + sticker tray + CTA)
Primary text: ≤ 125 chars · hashtags ≤ 30
Resolution: 1080 × 1920 (1440 × 2560 ideal)
File: MP4 / MOV · ≤ 4 GB
Length: 1 s – 60 min (target 15–60 s per card; IG splits longer videos)
Audio: Optional but recommended — burn in captions; 60%+ of HCP viewing is sound-off
Safe zone: Top 14% · bottom 20% clear (profile icon + sticker tray + CTA)
Primary text: ≤ 125 chars · hashtags ≤ 30
🎵 TikTok In-Feed
Aspect: 9:16 vertical (1:1 / 16:9 accepted but throttle reach) · Resolution: 540 × 960 min · 1080 × 1920 recommended · File: MP4 / MOV / MPEG · ≤ 500 MB · Length: up to 10 min (sweet spot 21–34 s)
Audio: Required — must be original (the KOL's voice) or TikTok Commercial Music Library; no licensed tracks
Safe zone: Keep face / eyes / key text inside the center 80% of frame — left/right rails are eaten by like/comment/share UI
Display name: ≤ 20 chars · Description: 1–100 chars · landing page must be mobile-fast
Audio: Required — must be original (the KOL's voice) or TikTok Commercial Music Library; no licensed tracks
Safe zone: Keep face / eyes / key text inside the center 80% of frame — left/right rails are eaten by like/comment/share UI
Display name: ≤ 20 chars · Description: 1–100 chars · landing page must be mobile-fast
Unbranded Ad Mockups — Sourced from TumorPenetration.com
Unbranded posture. TumorPenetration.com is Bicara's HCP disease-state site — branded only to the Bicara corporate mark in the footer; no drug name, no ficerafusp alfa reference, no ISI burden. That gives the KOL spots a wider lane: peer-to-peer education on the TME / TGF-β story, with the only CTA being "Learn more at tumorpenetration.com." Copy below is pulled verbatim from the live site so MLR has a familiar starting point.
Frame note. The mockups are rendered in 9:16 Story / TikTok frames to showcase the selfie aesthetic and safe-zone constraints. The same source footage will be cropped to 1:1 (Meta) and 4:5 (Meta + LinkedIn Newsfeed) for actual paid delivery in this program.
Frame note. The mockups are rendered in 9:16 Story / TikTok frames to showcase the selfie aesthetic and safe-zone constraints. The same source footage will be cropped to 1:1 (Meta) and 4:5 (Meta + LinkedIn Newsfeed) for actual paid delivery in this program.
📘 Facebook Stories · 9:16
SAFE-ZONE: 14% (header)
DZ
Dr. Dan Zandberg, MD
Sponsored · UPMC Hillman
⋯
ZANDBERG
SELFIE
9:16
SELFIE
9:16
"The tumor microenvironment is hostile, fibrotic, immunosuppressive — and it's why so many of our therapies stall."
→ TumorPenetration.com
SAFE-ZONE: 20% (CTA)
Learn More
📷 Instagram Stories · 9:16
SAFE-ZONE: 14% (profile)
RF
dr.renataferrarotto
Sponsored · MD Anderson · 12s
⋯
FERRAROTTO
SELFIE
9:16
SELFIE
9:16
TGF-β is the lever. Locking it down locally may break the barriers that limit deep, durable response. 🔬
tumorpenetration.com
SAFE-ZONE: 20% (sticker tray)
LEARN MORE ↗
♡
➤
🎵 TikTok In-Feed · 9:16
SAFE-ZONE: 14% (top UI)
WONG
SELFIE
9:16
SELFIE
9:16
"Breaking through tumor barriers" isn't a slogan. Here's what it means at the bench — and at the bedside. 🧬
SAFE-ZONE: 20% (rail + CTA)
Learn More →
@dr.deborah.wong · Sponsored
TumorPenetration.com · TGF-β · solid tumor TME #MedTok #OncEd
♫ Original sound — Dr. Wong, UCLA
Mockup conventions ↑ ·
Amber dashed bands = the platform-mandated safe zones from the spec table above (top 14% FB/IG, bottom 20% FB/IG; right-rail + bottom 20% on TikTok). All caption + CTA copy is intentionally placed inside the live 66% of the canvas. KOL face area is the dashed circle — in production, the KOL's eyes land at the upper-third gridline.
Selfie-Style Production Notes
What "organic / selfie-style" means here
- Phone-shot, front-camera framing. Eye-level, KOL fills the upper two-thirds. No studio lighting kit — natural / desk-lamp warm light reads as authentic.
- One take, one location. KOL's office, clinic, or home study. No b-roll cutaways; the trust comes from sustained eye contact.
- First three seconds carry the entire ad. Open on the KOL's face + a verbal hook ("Here's what surprised me about…"). No brand bumper.
- Burned-in captions in platform-native font sizes — Stories and TikTok both default to sound-off scrolling.
- Lower-third ISI / fair balance kept inside the safe zone — never the top 14% or bottom 20% (UI lives there).
Cut plan per KOL
Hero: 45–60 s — full episode, runs on FB / IG Stories and TikTok In-Feed
Cutdown A: 21–30 s — single point of view, TikTok-optimized
Cutdown B: 15 s — Stories teaser with swipe-up to social page
Static frame: 9:16 quote card from the KOL — paid retargeting unit
Cutdown A: 21–30 s — single point of view, TikTok-optimized
Cutdown B: 15 s — Stories teaser with swipe-up to social page
Static frame: 9:16 quote card from the KOL — paid retargeting unit
4 KOLs × 4 cuts = 16 native assets across the three placements before any A/B variants.
Launch Process — 5 Steps
1
Contracting
SOW · IO · PO
Both
2
Social Page Access
Facebook Page + pixel must be received 7 business days prior to launch.
Bicara
3
Target List + Creative
Receive target list, set up creatives, generate preview links.
Equals 5
4
Ad Approvals
Preview links sent to approver; live screenshot on approval.
Bicara
5
Launch & QA
Push program live, confirm impressions serving, initiate data setup.
Equals 5
REPORTING · Monthly summary by 15th · Bi-weekly data transfers · Target list updates as needed
Reporting — NPI-Level + Monthly Summary
📊 Weekly NPI-Level Report
Includes: NPI Number · Physician Name · Ad Impressions by NPI · Engagements (Clicks by NPI)
Delivery: sFTP folder access with the data lead
Cadence: Weekly
Format: Excel / CSV / pipe-delimited (per Bicara FEA)
Naming:
From Bicara: Target list + metadata file required
Delivery: sFTP folder access with the data lead
Cadence: Weekly
Format: Excel / CSV / pipe-delimited (per Bicara FEA)
Naming:
EQ5_Bicara_Brand_ProgramName_DDMMYYYYFrom Bicara: Target list + metadata file required
📅 Monthly Campaign Summary
Excel export delivered by the 15th of every month — cumulative HCP engagement overview.
01 Click vs. unique click delivery
05 Ad Frequency
02 List match vs. campaign reach
06 Top performing ads
03 Impressions
07 Definition of terms
04 CTR %
08 Additional insights
Data specs align to Bicara Media's FEA — confirm column requirements and format before launch.
Asset Handoff, Pixel Setup & UTMs
📄 Asset Handoff
EQ5 needs ad copy placed in a matrix document — either the EQ5 template or any other agreed format. Bicara (or Havas Edge on Bicara's behalf) fills the matrix with copy + ad details from MLR-approved assets and hands off to EQ5 for preview-link development and launch.
→ Review Text Ad Template with EQ5 team before launch.
📍 EQ5 Pixel Setup
Bicara installs the EQ5 Signals pixel on the campaign landing page for 1:1 NPI reporting on click-through visits. EQ5 reviews and confirms the pixel is firing accurately post-install.
Optional: Google Analytics read & analyze access so EQ5 can optimize against traffic-source data. Read-only — no settings changes.
Share access: shared@equals5.com
Optional: Google Analytics read & analyze access so EQ5 can optimize against traffic-source data. Read-only — no settings changes.
Share access: shared@equals5.com
🔗 UTM Codes (Optional)
UTM codes track where ad-link traffic originates. All parameters are customizable.
utm_source← e.g.
meta, linkedinutm_medium← e.g.
cpc, social, paid, eq5utm_campaign← campaign identifier
utm_content← e.g.
ad1, branded-ad-2utm_term← NPI or audience identifier
Example:
https://equals5.com/?utm_source=meta&utm_medium=cpc&utm_campaign=[id]&utm_term=[NPI]
https://equals5.com/?utm_source=meta&utm_medium=cpc&utm_campaign=[id]&utm_term=[NPI]