Case Study USA: Launch von Vyvgart im Rare Disease Segment

Oktober 2022

Launch of novel drug for rare neuromuscular disorder seeks to give voice to the patients.

Typically, advertising campaigns will make sure to include the product’s name, for obvious reasons. However, one biopharma company was confident enough in its new drug to take a different approach. Instead, it decided to focus its marketing on a message that would appeal to people suffering from a rare disease.

More Than a Name: Vyvgart (