Alejandro Arciniegas, Director, Remodulin® Marketing, United Therapeutics Corporation
Alejandro Arciniegas headed into 2020 knowing he would be facing a perfect storm of marketing challenges. Managing a long-established brand facing generic competition is, by itself, a challenge. But Remodulin® adds a layer of complexity as a parenteral therapy—a treatment for patients with pulmonary arterial hypertension (PAH) who require 24/7 medication delivery through a pump.
The key to continued growth was adding an “innovation” layer to the value proposition of parenteral therapies. Instead of simply focusing on the table stakes of efficacy and safety, Alejandro and the people at United Therapeutics believed medication delivery in a way that improves patient experience would be the next evolution in PAH therapy. If driving value evolution wasn’t challenging enough, the coronavirus pandemic complicated the hands-on way in which Remodulin® patients are initiated and managed. Alejandro’s charge: continue to ensure the brand is synonymous with quality, reliability, and care, while at the same time preparing to launch two innovative pumps that will transform the category.
Beginning the evolution of the brand while preparing to launch the more patient-friendly Remunity™ Pump for Remodulin® and a fully implantable pump that will follow has resulted in an overhaul of the brand concept and website to reflect a more patient-focused orientation and development of a Remunity app. The app is loaded with video and interactive content designed to simplify training for and living with Remunity.
Alejandro and team’s efforts have resulted in significant pre-launch excitement from both HCP and patient communities, and they have positioned an old brand as the driver of innovation to improve patient treatment.