HYFTOR: How JPA Health Launched the First Approved Medicine for a Rare Genetic Disorder
Facial angiofibroma was consistently deprioritized as a treatable condition, because of the overall complexity of TSC. Yet people living with facial angiofibroma experience significant impact from bullying, depression, and other emotional challenges.
We developed a memorable brand story that brought to life the product’s unique position in the market — and its benefits for patients, caregivers and HCPs. We gathered insights through market research with neurologists, dermatologists, patients, and caregivers.
The “my VICTORY” campaign brought to life how HYFTOR® answers the unmet needs of patients and their loved ones.
“my VICTORY” represented life beyond TSC/FA and patients’ ability to continue a normal life in the face of this rare disease. It showcased a sense of freedom to contrast with the stress and limitation that we found hinders patients, caregivers and HCPs.
The campaign included a full stable of paid, earned and owned assets created to build awareness of HYFTOR®. All elements created in support of the launch of HYFTOR® included print and digital versions of assets for patients, caregivers, HCPs and sales teams at Nobelpharma America.