CASE STUDIES GENETIC THERAPIES
MLD happens faster than you can think
CLIENT: ORCHARD THERAPEUTICS
DISEASE STATE: Metachromatic Leukodystrophy
DISEASE AWARENESS CAMPAIGN: Faster Than You Can Think
CHALLENGE: Brand a professional disease awareness campaign that increased awareness of this highly degenerative disease which often progressed beyond treatment’s reach by the time symptoms appeared; drive urgency to test and diagnose
SOLUTION: MLD Disease Awareness campaign that highlighted the speed with which symptoms progress using “freeze frames” and the headline MLD Happens Faster Than You Can Think. This approach also reflected the “stuttering” nature of neuronal misfires characteristic of demyelination
PERSONALITY: Impending. Insidious. Irreversible
TONE:Urgent. Dramatic. Directive
OUTCOME: Disease Awareness Campaign and Caregiver Support Program concepts helped win the Orchard Therapeutics account for client opened the doorway for more opportunities
End generations of degeneration with a diagnosis
CLIENT: ORCHARD THERAPEUTICS
DISEASE STATE: Metachromatic Leukodystrophy
CAREGIVER SUPPORT PROGRAM: Generations of Degeneration
CHALLENGE: Design and brand a concierge-level Caregiver Support Program that educated on the generational nature of MLD and created a deep support program for families of patients who often traveled long distances to treat a sick child with a sicker child in tow
SOLUTION:Concierge-level Caregiver Support Program that featured a winding circle of generations, and, in later iterations, words of hope as child and the child’s the family traveled the path together. The headline End Generations of Degeneration with a Diagnosis featured an enso—a Japanese circle that symbolizes strength. Because an enso is both an open and closed circle, it also represents completion as well as continuation
PERSONALITY: Visionary leader, bold, altruistic
TONE: Illuminating, inspiring, insightful
OUTCOME: Helped to win the lucrative Luxturna Disease Awareness account for client
Their past is dimming.THEIR FUTURE IS RADIANT.
Restore light and hope with LUXTURNA, the one-time gene therapy that delivers clinically functional vision improvement to patients with RPE65 mutation-associated retinal dystrophy.
CLIENT: SPARK THERAPEUTICS BASED ON MLD Language for TEST NOW
DISEASE STATE: Inherited Retinal Disease
DISEASE AWARENESS CAMPAIGN: RADIANT FUTURE
PRODUCT: Luxturna — a one-time subretinal injection in each eye that introduces a functional copy of RPE65
CHALLENGE: Brand a professional disease awareness campaign that prompted urgency to test for IRD and offered hope for a future illuminated by sight, and queued up the MOA of the brand
SOLUTION: Disease awareness concepts that addressed a hopeful, radiant future rather than the seriousness of any current disease state
POSITIONING: Only Luxturna can illuminate possibilities for patients with an RPE65-mediated IRD
PERSONALITY: Visionary leader, bold, altruistic
TONE: Illuminating, inspiring, insightful
OUTCOME: Helped win LUXTURNA disease awareness business