PM360 2022 Trailblazer Awards Respiratory Brand Champion Mike Michael

Mike Michael, Associate Vice President, Marketing, United Therapeutics Corporation

United Therapeutics (UT) has invested years into the research, development, and commercialization of several treatment options for pulmonary arterial hypertension (PAH), all of which contain the drug treprostinil: Orenitram (oral), Tyvaso (inhaled), and Remodulin (injection). However, UT’s PAH offerings were not seen as a cohesive group by physicians and were not consistently considered a “franchise.” Mike and his team aimed to change that by developing a meaningful value proposition that spoke to UT’s dedication and innovation within the PAH space.

Working with Fishawack Health, they launched “United by PH,” a website with both patient and HCP components that explained how UT is working to stay ahead of PAH through cutting-edge science and constant improvements to the delivery of drugs. While the site didn’t dive deep into the individual brands, it provided links to the three brand sites where interested parties could learn more. “United by PH” also offered a Resource Center though which HCPs could self-select the videos, brochures, and other educational materials that best fit their practice and patient audience. Recent monthly performance metrics from the website have seen session visits up 26.9%, average page visits up 33.7%, exits to brand-specific sites up 10%, and total downloads up 162.5%.

More recently, Mike and his team are in the early stages of a new initiative called HCP 360, where they are pulling all the data they have for physicians into a single customer data platform (CDP). By bringing this information into one place, they hope to further optimize communication efforts regarding the innovation of UT and its brands and better serve HCPs and patients.

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