PM360 2020 Trailblazer Awards Innovation Brand Champion Donald Abramo

Donald Abramo, Senior Director of Marketing, Pharming Healthcare, Inc.

Don Abramo knows you must think outside the box and be willing to embrace new ideas in a customer-centric approach to differentiate and achieve success. It’s something he’s embraced throughout his career, with the latest example as the leader of Pharming’s Hereditary Angioedema (HAE) strategy and marketing team.

Under his leadership, the RUCONEST (C1 esterase inhibitor [recombinant]) marketing team raised the brand’s digital engagement tremendously. Starting with little more than a website, Don developed a new CRM program across multiple customer segments. This was just the beginning of building out a broader engagement strategy that included channels such as YouTube, Facebook, and Instagram. Importantly, Don and his team ensure all digital initiatives are driven by data to prove effectiveness and make adjustments as necessary.

One example of customer-centricity and thinking outside the box is how patients with HAE expressed a need to talk about how HAE affects relationships, which had not been talked about previously in a public forum. Don’s team found patients who were comfortable talking about intimate topics and created videos on how they handle HAE, family stresses, and sex. The videos hit home and became a focal point within a broader social media engagement strategy.

COVID-19 created additional challenges to traditional ways of interacting with physicians and patients. Don and his team quickly adapted, creating a national series of virtual programs for RUCONEST that offered new and engaging scientific content. The virtual programs significantly exceeded expectations in terms of attendance by patients and physicians. Feedback was very positive about the content with some patients sharing that they wanted to talk to their doctor about RUCONEST.

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