PM360 2021 Trailblazer Awards Marketing Team of the Year Gold Winner ENSPRYNG Launch Team

ENSPRYNG Launch Team

Genentech

Agency Partners: Intouch Group, VMLY&R, Heartbeat, SNOW Companies, and CMI Media Group

Genentech Team Members:
Jason Kohari, Marketing Director
Richard Palmer, Senior Marketing Manager
Jodie Peake, Marketing Manager
Cynthia Liu, Digital Engagement Lead
Melissa Nelli, Web & Mobile Delivery Manager
Joe Krebs, Relationship Management Delivery Manager
Tatiana Costello, Media/Social Delivery Manager

Photo above: Top row: Jodie Peake, Cynthia Liu, and Jason Kohari. Bottom row: Joe Krebs, Melissa Nelli, Richard Palmer, and Tatiana Costello.

Dedication, urgency, and solid partnership formed the foundation of the ENSPRYNG Launch Team and brought them together to launch an important treatment option for patients with neuromyelitis optica spectrum disorder (NMOSD). Owing to the huge unmet need in the NMOSD community, the team deployed a full suite of support materials to help meet the needs of all stakeholders.

Approval came at the 11th hour (6:30 p.m. PDT, on a Friday no less), and the team rallied to put their plan into action that would allow them to have materials for patients, healthcare professionals, and payers within a single business day. Determined to deliver for the NMOSD community, at initial launch they provided full, detailed websites for patients and prescribers, patient education and support services at the ready, and a clear and prioritized customer engagement plan, along with traditional launch materials such as emails, banners, journal ads, and materials for field and account teams. They continued strong relationships with patient advocacy organizations to learn more about the community’s needs, and ensured information and materials were available in a medium that made them accessible during the current pandemic.

For the ENSPRYNG team, “Now available” meant exactly that. What’s more, all of this was accomplished despite the challenges presented by launching fully virtually, which was uncharted territory at the time.

Service to the NMOSD community drove every decision made by the team. The result was a comprehensive launch that exceeded expectations for awareness and engagement. The work received positive buzz and feedback from advocacy groups, thought leaders, and key customers—further proof that the team provided long-awaited resources to the NMOSD community.

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