Launching a new FDA-approved therapy into a competitive market requires more than clinical differentiation — it demands a compelling story that resonates with both patients and healthcare professionals. Hereditary Angioedema (HAE), a rare and life-threatening genetic disorder that causes recurrent episodes of severe swelling in various parts of the body, is a particularly challenging condition to treat effectively. The HAE prophylaxis market is crowded, making it difficult for new therapies to stand out in a meaningful way. Stark Raving Health was tasked with positioning Andembry as the preferred choice for both new patients and those considering a switch from existing long-term treatments. The challenge was not only to communicate the science behind Andembry’s FXIIa mechanism of action, but also to make the benefits feel real and relevant to both patients and healthcare professionals in a simple, memorable way.
Working in collaboration with Gabriele Design, Inc., Stark Raving Health created a dynamic campaign that balanced strong clinical evidence with emotional connection. The campaign focused on what makes Andembry different: fast onset from week one, strong attack prevention, pain-free treatment experience, and a convenient patient journey. Messaging was tailored to resonate with each audience. Patients responded to the promise of greater protection with less disruption to daily life, while healthcare professionals were given clear, compelling evidence that reinforced Andembry’s differentiated profile in the market.
The campaign brought the Andembry story to life through clear, relatable messaging across patient and HCP communications. For patients, the focus was on confidence, freedom, and simplicity — helping them understand how quickly Andembry could make a difference while reducing the burden of treatment. For doctors, the campaign highlighted the clinical strengths of the therapy, including efficacy, rapid onset, and the absence of injection site pain reported in the pivotal trial. Support services were also emphasized to make switching and onboarding as seamless as possible.
The campaign delivered strong engagement and meaningful patient growth in FY26. It drove a significant increase in referrals, resulting in substantial growth in both active and paid patients by year’s end. The effort also contributed to a 25% lift in sales. Importantly, a majority of patients transitioned from existing long-term prophylactic therapies, demonstrating the campaign’s effectiveness in motivating both patients and physicians to reevaluate established treatment options.
