INSIGHT
Urea cycle disorders (UCDs) result from an enzyme deficiency that causes ammonia buildup
in the bloodstream. Left uncontrolled, UCDs can result in irreversible neurological damage, coma, and even death. Ravicti launched into a space that already had a lifesaving generic option; however, Ravicti offered superior long-term ammonia control and first ever patient support, along with much-improved dosing options. To achieve market success, Ravicti needed to avoid being niched as simply more convenient and instead needed to focus on the importance of consistent ammonia control.

A key initiative was to change perceptions and prescribing behaviors in target HCPs. While controlling elevated ammonia is imperative, many HCPs overlook the fact that elevated ammonia doesn’t always result in life-threatening consequences—and end up using a less aggressive treatment regimen when managing sub-clinically elevated ammonia. We needed to double down on redefining UCDs, magnifying the day-to-day impact of disease on patients perceived to be “mild.”

IDEA
We created a disease campaign using recently published evidence to elucidate the delicate balance of ammonia for patients with UCDs. To drive the point home, we offered dynamic tools for HCPs to illuminate suboptimal ammonia control via engagement at tradeshows or through sales representatives. This included an eye-opening tightrope experience using virtual reality technology to help HCPs understand the delicate balance patients with UCDs face each day.

IMPACT
We found success in reaching and engaging with HCPs. Over a 6-month period, the campaign website had 4000 visits with and 31 sign-ups. At conferences alone, more than 100 HCPs completed the tightrope challenge and a total of 49 key metabolic geneticists opted in for more communications from Horizon.

In February 2018, Horizon announced that 500 patients were prescribed Ravicti, a milestone largely attributed to disease campaign initiatives.