Katrina Sergeev Gary, Sr. Director U.S. Marketing and Patient Engagement, argenx US, Inc.
The myasthenia gravis (MG) market had little innovation for decades. But that changed with the launch of VYVGART (efgartigimod alfa-fcab), the first FDA-approved treatment of its kind for adults with anti-AChR antibody positive generalized myasthenia gravis (gMG). Well before the product’s official launch, Katrina Gary’s team helped activate patients through programs that made a tremendous impact in disease awareness and through direct engagement with the patient and caregiver community.
At the center of the unbranded efforts was MG-United, which served as the central location for all patient resources, as well as Real Story videos, and several events highlighting MG awareness. Through MG-United, argenx has been able to gather over 68,000 hand-raisers opting into the patient database. Following the launch of VYVGART, Katrina and argenx have remained committed to supporting the gMG community with fresh campaigns, educational content, and Patient Ambassador connections. In Q1 2023 alone, a total of five VYVGART (You)niveristy programs have been conducted.
On the branded side, the team launched a :60 DTC TV commercial that was the first mainstream media spot to highlight gMG. The VYVGART campaign exceeded all goals and forecast within six months of the brand launch. Argenx achieved 181% of its goal for patients on VYVGART globally, with the majority coming from the U.S.
