PM360 2020 Trailblazer Awards Product/Service Launch Winner Alexion Pharmaceuticals and Concentric Health Experience

“Widen Their World” (Alexion Pharmaceuticals, Concentric Health Experience)

When Alexion improved upon their groundbreaking drug Soliris and created Ultomiris, they enlisted Concentric to quickly switch over HCPs and patients and make the drug the new trusted name. This next-generation medication is used to treat patients with paroxysmal nocturnal hemoglobinuria (PNH), atypical hemolytic uremic syndrome (aHUS), and those suffering from generalized Myasthenia Gravis more efficiently. These rare blood disorders attack the immune system, causing uncomfortable symptoms such as fatigue, headache, and shortness of breath, and can even be fatal.

While Soliris saved patients’ lives, it limited them from living to the fullest. Ultomiris could allow them to have more stable periods of protection, getting them back to truly fulfilling their life outside of infusions. To that end, the Ultomiris campaign focused on the unique opportunity this treatment offers patients: to Widen Their World. Targeting primary care physicians, hematologists, internists, immunologists, nurses, and radiologists with updated scientific research, the campaign messaging offered relief from frustrating side effects, and explained how the new and improved Ultomiris helped patients by adding buffer time in between intravenous blood infusions, avoiding longer hospital spans, and enriching their patients’ lives and relationships.

The campaign sought to help patients switch to the drug that could help them meet professional and social goals far away from the doctor’s office—and it hit the mark. Forty-five percent of patients in clinical trials in Germany switched from Soliris to Ultomiris within one fiscal quarter. Adaptation rates hit similar milestones here in the U.S. and prescriptions for Ultomiris are expected to replace Soliris by 70% by the end of the year.

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