INSIGHT
As Vertex prepares to launch its game-changing gene editing therapy in sickle cell disease (SCD) and transfusion-dependent β-thalassemia (TDT), an important market truth emerged from the research: hematologists and other HCPs involved in the SCD and TDT treatment journey worldwide had a limited understanding of gene therapy and almost no knowledge of CRISPR gene editing (the 2020 Nobel Prize in Chemistry, notwithstanding).

IDEA
To expand general understanding of CRISPR gene editing and build comfort with the technology, we developed complementary HCP and patient websites that provide clarifying information about gene editing and CRISPR in the context of the broader technology of gene therapy, complete with language and topics to resonate specifically with our audiences.

GenePossibilitiesHCP is an HCP-directed website designed to fill educational gaps around gene therapy, address misconceptions, and be a guide for HCPs to help their patients understand what this innovative therapy could do for them. 

IMPACT
To drive awareness of the program and engagement with HCPs, we leveraged an omnichannel engagement approach, including NPI targeting, journal ads, data-driven banner targeting, professional portals, surveys, and a booth at the American Society of Hematology conference.

Since launch in mid-2022, the website has received over 72k visitors and over 150 HCPs opt-in to receive more information. The HCP audience is spending over 3 minutes on each topic around gene editing and CRISPR, illustrating that the content is meaningful and of interest to the audience.

In addition to the HCP site, the patient-version of the site, GenePossibilities, is a patient resource HCPs can provide as an educational opportunity for their patients. The site provides a comprehensive resource to patients living with a genetic disease, or their caregivers, who may be interested in learning about gene therapy. Keeping patients top of mind, GenePossibilities brings a humanistic and supportive touch into the complex world of gene therapy. Since launch in mid-2022, the patient site has received over 60k visitors and over 300 opt-ins.