Naglazyme® (galsulfase) is an enzyme replacement therapy for the treatment of mucopolysaccharidosis VI (MPS VI), a rare, inherited life-threatening lysosomal storage disorder caused by a deficiency of the lysosomal enzyme. Because the symptoms of MPS VI manifest in childhood, the intial target audience for marketing communication was paediatric specialists.
Sales of Naglazyme were under threat because the patient potential from the paediatric segment had been identified and treated. To improve the potential patient ‘pool’ a market expansion strategy was embarked upon, targeting rheumatologists, as many MPS VI patients live to adulthood and develop rheumatological problems.
An intriguing mailing campaign was created based on an investigative theme, as it takes an insightful approach and an ability to see what others don’t in order to spot an MPS VI patient suffering from rheumatological problems. The idea was that the investigative theme would appeal to this target audience and so grab their attention, resulting in them wanting to find out more about the disease and compelling them to find patients.
The mailing campaign was sent out to twelve thousand rheumatologists in 12 countries and comprised a series of 6 mailers. It resulted in an increase of the awareness of MPS VI among rheumatologists which led to a 4% increase in EMEA revenue
