Larry McNally, Associate Director, Immunology Marketing, Mallinckrodt Pharmaceuticals
More than 35,000 patients with serious, sometimes rare, conditions that include systemic lupus erythematosus, myositis, rheumatoid arthritis, sarcoidosis, proteinuria in nephrotic syndrome, and multiple sclerosis rely on Acthar Gel to promote hormone production in the adrenal glands. Marketing a product used across 19 approved and eight promoted indications is a daunting task.
Under the direction of Larry McNally, Mallinckrodt Pharmaceuticals focused on building an all-in-one sales tool that told a comprehensive sales story for Acthar Gel. With a small budget, Larry led the development of an Interactive Visual Aid (IVA) that helps to better explain a complicated, high-science MOA; summarizes safety data for approximately 800 patients across 18 different studies; provides centralized dosing information for five key Acthar Gel indications; and includes a new section that highlights the brand’s commitment to research and patient support.
Now, all HCP audiences across rheumatology, pulmonology, ophthalmology, nephrology, and neurology have access to a central hub of data, that can be presented in a manner that allows thorough knowledge of all indications. For example, in order to create a more complete understanding of Acthar Gel, the IVA classifies patients not by condition, but by symptoms such as “recurring disease activity,” “tough-to-treat,” or “high disease activity.” This gives HCPs an effective way to determine which patients will benefit from Acthar Gel.
As a streamlined sales story, the Acthar Gel IVA made an immediate impact, strategically increasing sales execution. The information in the IVA is more than all-inclusive—it’s simple to update and easier to present in today’s increasingly virtual sales environment.
