Launching a novel, first-of-its kind therapy in a patient population with high satisfaction of current therapies/standards of care.
We were able to create a campaign that gave a voice to the hemophilia B community and afforded CSL Behring great recognition as a champion of people living with rare bleeding disorders. Although the campaign was unbranded, CSL Behring still received great coverage from media for partnering with Rankin and elevating hemophilia patients, caregivers, and professionals to tell their own stories in an authentic way. Lastly, the work achieved new recognition for CSL Behring in the hemophilia space as they ramp up for the launch of their breakthrough hemophilia gene therapy, EtranaDez.
Showcase lived experiences from the hemophilia community to highlight 70 years of scientific progress and position gene therapy as the next logical step in this treatment evolution.
Early coordination and assembling an integrated team of subject matter experts from across the DJE network was critical to the successful launch
Earned hits including Forbes, Fox & Fierce Pharma reached a wide national audience of +145M, with additional earned coverage continuing almost a year post-launch:
- ~ 500,000 video views
- 400+ hours viewing time
- ~5 million impressions across social
- CTR, video completion rate and average time on-site exceed industry benchmarks
- 100+ successful CRM conversions
