MG United Cookbook (argenx and closerlook, a member of Fishawack Health)
Myasthenia gravis (MG) is a rare neuromuscular disorder that targets mobility and life functions with little predictability or warning. argenx sought a way to make more people aware of MG United, a helpful online patient resource.
In 2021, argenx looked to build this awareness centered around a cookbook tailored for the MG community. The team collected easy-to-prepare, -chew, and -swallow recipes from community members. They enlisted a renowned James Beard Award-winning chef who was also an MG patient to create three original recipes just for people living with MG. A registered dietician validated all recipes.
“Cooking Together” launched at MG Illuminate, the world’s largest MG awareness event. In a featured segment, the celebrity chef and several participants cooked together, while discussing special food preparation techniques helpful for MG patients.
The cookbook became a key driver of MG United’s key 2021 business goals. The website’s database grew 72%, about 130% over goal.
