Amicus Therapeutics Marketing Team
Amicus Therapeutics
Agency Partner: PRECISIONeffect
Amicus Team Members:
Brian Gartside, Director Patient Marketing
Sean Hover, Associate Director Marketing
Katherine Alter, Executive Director U.S. Marketing & Commercial Operations
(Photo above, left to right: Katherine Alter, Brian Gartside, and Sean Hover)
A Superhero Worthy Team-up
The best way to describe the Amicus Therapeutics Marketing Team is to compare them to the type of superhero team you would find in an action movie like “The Incredibles,” “The Avengers,” or “Guardians of the Galaxy.” A group of exceptional people, each with their own skillset, who have come together for the betterment of the world. In this case, that is launching a novel therapy for Pompe Disease (PD), an inherited disorder caused by a deficiency of the enzyme acid alpha-glucosidase (GAA). Reduced or absent GAA levels can lead to muscle weakness and/or respiratory insufficiency. One out every 28,000 babies in the U.S. are born with PD.
And for them, this time it’s personal. Amicus CEO John F. Crowley’s two children are living with PD. Ever since they were diagnosed, his mission has been to advance therapies for Pompe disease and other rare diseases. His drive and mission spill over to the whole company. This puts additional responsibility and accountability on the marketing team of only three people.
“There’s significant complexity with this disease—diagnosing the disease can be complex, and the data around it is complex. Coupled with the fact that no two people experience PD the same way—everywhere you look is complexity,” Katherine Alter says. “The challenge is being able to communicate simply and in a compelling manner. I’ve done many launches over the years, but this one really stands out.”
Since PD affects people differently (even within the same family) that must be taken into consideration when preparing educational materials for patients as well as HCPs. Through lunch-and-learns, focus groups and advisory boards, the team aims to understand the specific needs of the patient community in order to be the most accurate and respectful in the way information is communicated. In fact, at the heart of everything the team does is ensuring they meet their goal to help patients live better lives.
“Our tiny troop is up to the challenge (like the Spartans against the Persians),” Katherine explains. “We all thrive on taking concepts that are quite complex and communicating them simply and effectively.”
