Deadly disease.
Life-changing medicine.
Exceptional results.

How Alexion Pharmaceuticals and CB helped launch the most successful ultra-orphan product ever.

The Challenge

To launch Soliris^®, a first-ever, ultra-orphan product for paroxysmal nocturnal hemoglobinuria (PNH), Alexion Pharmaceuticals needed to deliver hard-hitting, integrated messages across channels and across audiences.

The Solution

Working closely together, CB and Alexion developed disease messaging, Soliris messaging, and an integrated campaign to educate physicians treating PNH, with a primary focus on the hematologist/oncologist audience. Imagery included iconic representation of PNH featuring an exploding red blood cell, as well as a visual solution representing Soliris. An extensive digital campaign expanded reach and educated, profiled, and identified potential patients at high risk for PNH.

The Results

The Soliris launch is regarded as the most successful ultra-orphan drug launch ever. Alexion achieved non-GAAP profitability in the first year of launch and continues to raise sales guidance.