AstraZeneca
Making Maximum Impact in the ATTR Space
On December 2023, AstraZeneca and Ionis’ WAINUA received U.S. FDA approval for the treatment of adults with the polyneuropathy of hereditary transthyretin- mediated amyloidosis (hATTR-PN). Upon approval, the team began educating the cardiology and neurology communities on WAINUA’s availability for their patients, spearheading an exceptional launch that sets a new standard in the industry.
However, work to prepare for this moment began long before through meaningful unbranded education efforts to help healthcare providers SEE THE PATTRNS of hATTR to diagnose and treat the disease systemically and to support patients navigating their hATTR diagnosis with myATTRroadmap.
The team’s commitment to Transforming Care strategies sets them apart. From the beginning, there was a clear vision to work collaboratively as one cohesive team across various functions, combining creative marketing strategies, innovative digital communication techniques, a clear value proposition, and transformative care strategies to ensure the success of the WAINUA launch for hATTR-PN patients.
The WAINUA ‘See you LATTR’ patient campaign empowers patients, celebrates the meaningful small daily wins, and shows what is possible while demonstrating commitment to driving awareness to hATTR. For HCPs, the message is clear—to stop neuropathy progression of hATTR-PN and improve quality of life through the power of WAINUA.
The creative vision across both campaigns is brought to life across various platforms, leveraged cutting-edge technologies and platforms to engage with HCPs, patients, and caregivers alike to effectively convey the value proposition of WAINUA, and created meaningful connections with their audience.
The innovative approach of the WAINUA team is poised to make a significant impact on the success of the brand launch and, more importantly, on the lives of patients affected by ATTR. Since formally launching in market
in January 2024, WAINUA has experienced strong momentum and good uptake among patients including some who are new to the silencer class of medicine. The WAINUA name has also been recognized as the 2024 winner of Fierce Pharma’s #FierceMadness drug name tournament, reflecting its meaning of “a new way” for patients with ATTR amyloidosis.
