Shikhar Agarwal, Vice President, Head of U.S. Marketing, argenx
Myasthenia gravis (MG) is a rare neuromuscular disorder that affects up to 70,000 people in the U.S.—with each person impacted differently. This often-baffling illness can affect mobility and basic life functions with little predictability or warning, and patients on average living with eight severe symptoms, including breathing and chewing issues.
Since VYVGART represented the first innovation within MG in nearly six decades, argenx worked with closerlook to form MG United, a community of more than 50,000 patients, caregivers, and loved ones. argenx also collaborated with minds + assembly, creating gmgcycle.com to increase awareness of burden of disease as well as the mechanism of disease among neurologists.
Shikhar led the creation of a deep customer insights-driven launch strategy, developing a strong market position for VYVGART across patients, providers, and payers. He also led cross-functional alignment of the execution plan to ensure all teams synchronized efforts to maximize the impact at launch. Shikhar also focused on creating an environment where agency partners worked as seamless extensions of the argenx team.
VYVGART launched in December of 2021, with a bold launch plan including a :30 unbranded TV spot, which was followed by a :60 branded TV spot, “The Picture is Changing.” VYVGART also launched a compelling personal and non-personal campaign for healthcare providers, “Recharging the Neuromuscular Junction,” rapidly increasing VYVGART awareness among neurologists.
The goal of these efforts was to get VYVGART off to a strong start, and in that the company has succeeded. argenx significantly exceeded expectations in earnings generating $21.2 million in Q1 and $75 million in Q2 net product revenues.
