ORLADEYO Brand Team
Frank Nazzario, Vice President, U.S. Marketing
Danielle Potteiger, Executive Director, U.S. Marketing
Leah Finnegan, Director, U.S. Patient Marketing
Gabrielle Dauster, Director, U.S. HAE Community Engagement
Photo above: from left to right: Leah Finnegan, Frank Nazzario, Danielle Potteiger, and Gabrielle Dauster.
In 2020, the BioCryst team was tasked with launching their treatment, ORLADEYO® (berotralstat), the first and only oral therapy designed specifically to prevent hereditary angioedema (HAE) attacks. And while HAE may be rare, treatment options for it are not. BioCryst had to find a unique way into a crowded market space—and they had to do it all during a global pandemic.
To break through the noise of a busy treatment space, the ORLADEYO team had no problem shying away from the traditional path. The key was highlighting the fact that, for patients, ORLADEYO meant that there was an alternative preventative treatment that could change the way patients treated their HAE.
The BioCryst team worked effectively to develop many launch assets with their partner agencies. Because of this quick and efficient work, ORLADEYO was ready to be prescribed as soon as it was approved. Despite a global pandemic, the whole process proved to be both seamless and successful.
The ORLADEYO “Now approved” patient and HCP websites were live for about 2.5 months, garnering 15,000 and 7,000 visitors, respectively. Sales topped $10 million in the first three months, surpassing expectations. At the heart of it all, the ORLADEYO marketing team was driven by the company’s motto: “Go fast, patients are waiting!”