ADVOCATING FOR AND CHAMPIONING RARE CHALLENGER BRANDS

Elevate Cofounder Featured in the PM360 Expert On Call Series

PM360, one of the healthcare marketing industry’s premier publications, frequently taps into its distinguished panel of advertising, marketing, and product management experts to discuss one aspect of marketing and promotion in the healthcare space in its Experts On Call feature.

Frank X. Powers, Elevate cofounder, is the PM360 resident expert on championing healthcare challenger brands. In a recent issue, Frank had the opportunity to outline some of the unique challenges of marketing branded therapies in the rare disease space.

By way of a little background, estimates indicate there are over 7000 rare diseases affecting more than 300 million patients and their families worldwide. Sadly, about 95% of those rare diseases currently lack approved treatments—and most lack awareness with physicians, the public, and government agencies who could help drive solutions.

So how can marketing fit into that scenario? Developments that accelerate identification, diagnosis, and treatment of rare diseases need to be celebrated and appreciated for the minor miracles they are. Awareness translates to attention that drives action. Marketing a rare disease through education about the condition and possible treatments helps put that cycle into movement.

Powers further elucidates on the task: “When we are developing campaigns for rare, ultra-rare, or nano-rare diseases, we need to strive to meet several goals—raising awareness, providing helpful information for patients, families, or caregivers, and keeping the challenges of a physician’s ability to diagnose or treat at the forefront.” 

To learn more, read the entire article here.