A rare disease with no existing therapeutic options, treatment approach, or HCP recognition: how to drive HCP engagement

Challenge

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.

Approach

We needed to understand the true barriers to diagnosis and treatment so that we could craft a launch campaign that would address the issues. To do that, we worked with key stakeholders to understand underlying attitudes, barriers, and motivations which informed the strategic launch plan, ratified by planning workshops with medical, commercial, regulatory, and marketing functions.

Based on these audience insights, we developed the brand assets: compelling imagery, a scientific platform, and tailored messaging that addressed disparate stakeholders.

In parallel, we developed a global disease awareness campaign that demonstrated the urgency to treat and the therapy’s value, running across paid and earned channels in multiple markets.

Execution

We recognised the need for tailored content to reflect our audience research – some  wanted a highly scientific rationale while others were more focused on the need to treat. 

Our internal training programme and promotional content focused on understanding these different attitudes in order to develop the right messages.

We had to make sure that the science behind the therapy was clear, even to lay audiences, so we worked to ensure this was explained in visual tools.

 
Impact

• Delivered all milestones on time and on budget

• Awareness campaign exceeded KPIs on reach and sign-ups for HCP education programme

• Following the successful EMEA launch, we were appointed to ensure the US launch was delivered effectively