BioCryst Pharmaceuticals and Agency: Inizio Evoke Drive
The “Life Without Compromise” campaign, launched in June 2024, highlighted ORLADEYO, the first oral preventative therapy for hereditary angioedema (HAE). Historically, HAE patients and healthcare providers (HCPs) relied on painful injections to manage the disorder, with efficacy at the forefront, over convenience. ORLADEYO challenged this belief by offering both: sustained attack rate reduction in a convenient, once-daily pill.
The goal of the campaign was to shift the mindset within the HAE community and encourage patients and HCPs to consider ORLADEYO as their primary treatment option, effectively motivating patients to switch from injectable therapies. The campaign’s unique approach emphasized that ORLADEYO provides both “effectiveness” and “convenience,” encouraging patients to embrace both without compromise.
In addition to updated long-term clinical data supporting ORLADEYO’s efficacy, the campaign showcased real HAE patients living their everyday lives, further enhancing authenticity. The visual message was clear: with ORLADEYO, HAE patients no longer had to choose between efficacy and ease of use—they could have both.
Within just two weeks, the “Life Without Compromise” campaign generated significant engagement. Over 2,000 patients visited the campaign website, and HCP site visits increased by 38%, compared to the previous month. This immediate response demonstrates the growing traction and impact of ORLADEYO’s message, positioning it as a convenient and effective solution for managing HAE.
By addressing long-standing beliefs about injectable therapies, the campaign successfully reinforced the idea that ORLADEYO allows patients to live life without compromise—achieving both ease of use and lasting attack reduction.
FINALISTS:
Future You (Treace Medical Concepts and 21GRAMS, part of Real Chemistry)
Life without compromise (BioCryst Pharmaceuticals and Agency: Inizio Evoke Drive)
Liver’s #1 Fan (Madrigal Pharmaceuticals and Real Chemistry)
Say Yep to VYEPTI (Lundbeck and EVERSANA INTOUCH)
