Concepts – Alexion

THEY ALREADY TRIED EVERYTHING.
HOW DO YOU GET PATIENTS WITH A DEBILITATING DISEASE TO TRY AGAIN?

You let them know you get it.

THE CLIENT

Pharmaceutical company Alexion.

THE CAMPAIGN

Consumer/patient disease for refractory generalized myasthenia gravis (MG)

THE NEED

Educate patients about a certain branch of their disease, one they typically don’t know they have: refractory MG vs. generalized MG. Once this distinction is understood, the reasons for failures with their previous efforts are clear and the knowledge about their condition can empower them to find new paths forward by forming strong collaborations with their doctors.

THE CONCEPTS

Note: concepts are in sketch and unpublished.

Convey the patients’ experience to them– the heterogeneity of the disease not only among patients, but among each day for a single patient; the way that this condition can rob patients of the most basic of independence, making every little daily task a struggle; the reminder that they are more than their disease.