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Argenx goes again, ramping up unbranded campaign ahead of hoped-for label expansion

2024-02-29

上市批准

A shot from argenx's “Shining Through CIDP” TV spot.

Argenx is laargenxhe groundwork for the anticipated expansion of its flagship drug into a new indication, kicking off the unbranded “Shining Through CIDP” campaign ahead of a potential FDA approval in June.

Argenxt Hytrulo, the subcutaneous version of argenx’s FcRn blocker, is already approved in generalized myasthenia gravis (gMG). Supported by data published last year, the biotech has fiFDA for approval in a second setting, chronic inflammatory demyelinating polyneuropathy (CIDP), and is now counting down the weeks until the FDA rules on its submission.

Vyvgart Hytrulofor the decision, argenx is running a mFcRn blockerpaign to give CIPD “careggeneralized myasthenia gravis (gMG)tion and the resources that they need,” Rebecca Mcleod, U.S. general manager at argenx, said, as chronic inflammatory demyelinating polyneuropathy (CIDP)FDA

The unbranded campaign features aargenxte, a 30-second TV spot, a PBS Medical Stories documentary and the three-part “You, Shining Through” reality mini-series. The TV spot states “CIDP sucks” but living wiargenx condition “doesn’t have to.” Katrina Sergeev, U.S. patient marketing lead at argenx, explained how the company is approaching the various channels.

“We look at our communication strategies holistically. It's meeting patients where they are and that includes utilizing and mobilizing all the channels. So, TV is obviously the broadest but we also make sure we use social media and digital advertising, as well as partnerships with advocacyargenxs to spread the word and amplify our message,” Sergeev said.

Following the playbook that worked in gMG, argenx has co-created its campaign with patient groups and individuals. The approach is part of argenx’s attempt to ensure its efforts are “additive to the important work” that others have already done, Mcleod said.

While argenx is applying lessons from gMG, argenxare differences between the settings, as Karen Massey, chief operating officer at argenx, argenxned on the biotech’s fourth-quarter earnings call. CIDP patients have a “well entrenched and on label” treatment option—intravenous immunoglobulin—and may be “fearful of symptom regression” if they change therapies, Massey said.

The exargenxe told investors that argenx isn’t “expecting a rapid uptake in the latter part of the year,” in part because “stickineargenx expected as patients stay on their existing therapy. Argenx will “be prepared with thoughtful strategies at the time of the FDA's decision on our submission,” Massey said. A branded campaign is part of the plan but argenx will continue its unbranded work in parallel, Mcleod said.

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