» Alexion Pharmaceuticals

Blowing up misperceptions about PNH.

To help launch Soliris® (eculizumab), Alexion and Cambridge BioMarketing teamed up to introduce a powerful new therapeutic option–and reframe an entire orphan disease state.

  • 41% Dysphagia
  • 47% Palmonary hypertension
  • 66% Dyspnea
  • 57% Abdominal pain
  • 64% Chromic kidney disease (CKD)
  • 47% Erectile dysfunction
  • 26% Hermoglobinuria
  • 40% Thrombosis
  • 88% Anernia
  • 96% Fatigue, impaired QoL

Paroxysmal nocturnal hemoglobinuria (PNH) is neither paroxysmal nor nocturnal, nor is hemoglobinuria a common clinical hallmark. In fact, it’s a devastating complement-mediated condition with mortality comparable to many leukemias.

Using a powerful combination of disease reframing, targeting, and effective product communications at key touchpoints across the treatment spectrum, Alexion effectively redefined PNH while driving renewed interest and product uptake.

A focus on health-literate patient communications helped translate the complex science and seriousness of PNH and Soliris into language that could be easily understood–and acted upon.

Medical meetings were a critical tactical component, helping to raise awareness in the hematology/oncology audiences. Interactive booth experiences led to in-depth clinical discussions around PNH diagnosis and management.

The campaign extended further across healthcare subspecialties, including hematopathologists. Flow cytometry support materials helped to encourage optimal gating strategies and testing sensitivity.

With the launch of Soliris, Alexion established itself as an innovative new presence in pharmaceutical development in the orphan space. In 2012, the company was named #2 in Forbes’ annual ranking of The World’s Most Innovative Companies in America and, to this day, the exploding red blood cell remains one of the most recognizable images in the orphan space.