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A complementary approach.

Helping HCPs navigate a changing disease and treatment landscape.

Uncertainty and guesswork.

Generalized myasthenia gravis (gMG) is a chronic, neuromuscular autoimmune disease that affects movement and function throughout the body, from breathing and swallowing to walking and talking.

Refractory gMG characterizes patients who, despite numerous treatment attempts, find insufficient relief from their symptoms. The neurology community lacked understanding about the destructive role of the complement pathway at the neuromuscular junction of patients with gMG and anti-acetylcholine receptor (AChR) autoantibodies. This knowledge gap gave rise to treatment ambiguity and patient need for a targeted treatment option.

Mechanisms matter.

We developed a global HCP disease campaign to drive awareness and understanding of the role of complement, thus highlighting the need for a complement-targeting therapy.

The campaign, elevated by data-driven messaging and compelling, clinically accurate illustrations, made clear the role of complement activity in anti-AChR+ gMG. The work also provided clarity around the refractory patient by painting a picture of the risks and patient burdens of unresolved gMG symptoms—serving to intensify the need for new treatment options.

In the global approval and launch of Soliris, HCPs suddenly had a one-of-a-kind therapy that specifically targets the complement pathway, addressing this unmet need in patients with refractory anti-AChR+ gMG.

A keen strategy, sharply executed.

Together, the global multichannel disease and brand campaigns achieved key strategic objectives: closing the gap in HCP understanding of the complement mechanism and patient burden and differentiating the value of Soliris in its targeted, pathology-blunting approach that enables patients to live more satisfying lives.