Delivering a successful launch:
a world's first gene therapy
for an ultra-rare condition
The challenges
The annual incidence of ADA-SCID is estimated to be between 1/200,000 and 1/1,000,000 live births, with both males and females affected 1. Mapping out and predicting potential diagnosis, referral and treatment pathways was a fundamental part of the landscaping process, and engagement with all stakeholders (key treatment centres, KOLs and patient advocacy groups) was vital to build up a rational and meaningful model for what would be a brand new approach to treatment. Disparate stakeholder needs and attitudes were uncovered that needed to be addressed in the communications strategy.
Our solution covered research, strategic, creative and operational work
- Understanding and building the diagnostic and treatment pathways informed the structure of internal sales and medical teams
- A bespoke training programme ensured in-depth scientific understanding with a strong patient focus
- The launch plan was designed to maintain engagement across multiple touchpoints over two years
- A creative and messaging platform was developed that has shown enduring value and impact
- The communications plan focused on engaging and supporting the multi-disciplinary team whilst addressing their varying needs
Delivery
- Cross-functional collaboration ensured delivery of an integrated global launch across digital, live and face to face channels
- The campaign was consistently implemented and addressed the disparate stakeholder needs and attitudes
- All internal core KPMs for launch were achieved