Rare Disease Launch Excellence
Core Findings
End-to-end planning WINS
From unbranded awareness to branded launch to lifecycle sustainment, integrated thinking drives growth
Access is CRITICAL
Removing friction accelerates uptake and adherence
Innovation BREAKS THROUGH
Emerging tactics like holograms and TikTok break through, even in rare disease markets
Consistency sustains LEADERSHIP
Long-term success requires integrated messaging and evolving engagement
Situation
Chronic graft-versus-host disease (cGVHD) patients face devastating symptoms and very limited treatment options. When a first-in-class therapy entered the category, it represented a breakthrough opportunity—but there were challenges. HCPs lacked familiarity with treatment pathways, while patients had little community or advocacy support.
RevHealth partnered with the client from pre-launch disease education through branded promotion and into commercial maturity to establish the therapy as a new standard of care, while supporting patients and providers every step of the way.
Solution
We designed and executed a comprehensive launch and lifecycle plan, including:
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Unbranded Education: Raised disease awareness and spotlighted unmet need with a science-first hub and congress activations.
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Branded Launch: Bold creative campaign that conveyed hope and resilience, amplified through omnichannel tactics including social, search, and digital video.
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Omnichannel Innovation: First-of-its-kind tactics for the client, including hologram-based patient storytelling at congress and engagement on platforms like TikTok and LinkedIn.
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Patient Support & Access: Integrated into a best-in-class program with bridge and quick-start options, ensuring faster access, reduced abandonment, and adherence support.
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Advocacy & Community: Partnered with organizations to form a disease alliance and launch the first national awareness day, giving patients a collective voice.
Results
The therapy’s launch and ensuing commercial rollout established a new model for rare-disease marketing:
Omnichannel reach extended beyond traditional channels, making the therapy visible and memorable to both HCPs and patients
Patient support programs cut time-to-treatment by over a third and reduced abandonment risk through bridge and quick-start options
Disease alliance and awareness day elevated visibility nationally, building trust with patients, caregivers, and providers