How do you encourage more balanced media coverage when orphan-drug prices are drawing criticism and generating negative headlines? By connecting an influential reporter with physicians, patients and company executives, SmithSolve shifted his focus from the “World’s Most Expensive Medicine” to the “World’s Most Innovative Company.” The resulting in-depth company profile opened minds to the severity of rare diseases, the economics of developing medical breakthroughs and the value of innovative companies.
An influential business reporter had been a persistent critic of orphan-drug pricing, frequently referring to Alexion’s lead product as the world’s most expensive drug. This focus on price had the potential to overshadow the life-transforming benefits of the product as the company prepared to enter new markets.
By providing additional with information, insight and interviews, SmithSolve worked with the reporter to produce a more positive, comprehensive and personal view of the company, its product and orphan-drug development.
Our work included:
The Alexion profile in Forbes influenced the way people look at orphan drugs and the companies that develop them. The article also helped Alexion recruit talent as it expanded to serve more patients worldwide.
“Because of Soliris, he is not bedridden and waiting to die but back to his training and expecting his first baby.”
Forbes
