Launching Zolgensma® the first gene therapy for babies with SMA in the UK

Agency: Havas Life Medicom

We were tasked with launching Zolgensma®, which has become known as “the world’s most expensive drug” and having to overcome the negative associations of cost to communicate the true value of this life-changing gene therapy. With a strategy based on media education and stakeholder collaboration, our story on the launch and first infusion broke through a competitive media landscape to achieve broad, multichannel coverage across the UK, achieving the lead story on BBC News and Sky News, 38 broadcast TV and radio pieces, 113 national news articles and 73 trade articles as well as activating the social media conversation.