PM360 2021 Trailblazer Awards Data/Analytics Initiative Silver Winner argenx and closerlook

MG United (argenx, closerlook)

Myasthenia gravis (MG) is a rare, difficult-to-diagnose neuromuscular disease that causes unpredictable, debilitating muscle weakness.

argenx is a global immunology company committed to improving the lives of people suffering from severe autoimmune diseases and cancer. In order to drive their MG campaign, their team built a digital community platform called MG United. argenx employed a targeted, HIPAA-compliant marketing campaign to deliver tips, patient stories, and other useful content to the MG Community.

High-profile awareness efforts like “A Mystery to Me,” a documentary series about MG, would help drive opt-ins to the MG United program. A targeted media campaign of paid search, social media, and over-the-top (OTT) streaming TV advertising further built awareness.

The media campaign reached up to 60% of all MG patients in the U.S. by December 2020, which was 159% to their year-end goal. The virtual premiere of “A Mystery to Me” also proved a success. With over 2,000 people in attendance, it was the largest gathering of the MG community in history.

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