Launching a first-in-class therapy for an ultra-rare condition: this was a new disease area for our client, and there was no licensed treatment available. Disease awareness was minimal, and so diagnosis rates were low. Our brief was to create an awareness among stakeholders for the need for treatment and develop the launch materials.

Our client was the Senior Director of Global Market Access and Pricing of a global mid-size pharmaceutical company who recently acquired a new asset for a metabolic indication. They wanted to explore evidence gaps in the development plan on potential mitigation strategies to optimise price and access outcomes in France, Germany, Italy, Spain, the UK, Nordics, Switzerland, Australia, Canada, China and South Korea.

A UK-based client asked us to develop communications that would improve understanding of a product used in an acute setting against a long-established generic. We could see that the new approach offered clear value, but we needed to identify the opportunity succinctly and tell that story convincingly.

The condition was considered ‘low impact’ by many key stakeholders, leading to a reluctance to treat. Our challenge was to give a voice to those affected and overcome entrenched scepticism.