Associate Director, Marketing
Two Years, Two Launches
When launching a product for a rare disease, awareness is always a challenge—not just brand awareness, but disease awareness. Andrea Geppert showed she was more than capable to conquer this challenge as a part of the Strongbridge Biopharma team, who launched two products within two years.
First, in April 2017, was the launch of Keveyis (dichlorphenamide), the only FDA-approved treatment for hyperkalemic, hypokalemic, and related variants of Primary Periodic Paralysis (PPP). The campaign focused on providing educational resources to the estimated 4,000 to 5,000 people with PPP in the U.S. The initial campaign worked to educate HCPs while providing patients with tools such as a diary to track their attacks and to empower them to share with their physicians. In the first year of launch, Andrea worked on the creation of an online doctor finder for those living with PPP, as well as physician and patient educational programs (live and virtual).
Next was leading the marketing launch in July 2018 for Macrilen (macimorelin), the only FDA-approved oral test for the diagnosis of adult growth hormone deficiency (AGHD), which impacts approximately 50,000 in the U.S. It can be difficult to make a diagnosis based on clinical symptoms. The campaign creative was centered around Sherlock—a personification of the Macrilen test, Sherlock is vigilant in his search for an AGHD diagnosis. Many physicians identified as the detective themselves—searching for a diagnosis for their patients. Raising awareness of how AGHD presents and how to diagnose was a core focus in all educational initiatives to healthcare providers, from the website to live programming. Six months post-launch, Novo Nordisk acquired the rights to Macrilen from Strongbridge.
Even before her time at Strongbridge, Andrea proved to be particularly adept at spreading disease awareness. While at Seqirus, Andrea and her team partnered with Families Fighting Flu, an advocacy organization dedicated to protecting youth from flu. Using social media and a targeted hashtag, #KnockOutFlu, they drove flu awareness through on-campus events, social media posts, and targeted digital ads. The campaign was awarded the “2016 Immunization Excellence Award for Best Corporate Campaign,” by the National Adult and Influenza Immunization Summit.