Elevating HCP Engagement: Sergio Cuello Named PM360 Brand Champion

We are excited to share that Sergio Cuello, Head of Marketing, Oncology at Recordati Rare Diseases, has won the PM360 Trailblazer Brand Champion award in the HCP Engagement category for his work advancing the identification and diagnosis of idiopathic multicentric Castleman disease (iMCD), a rare and life-threatening disease.

Recognizing that an accurate diagnosis of iMCD requires the expertise of hematologist-oncologists (HemOncs) and pathologists for a definitive diagnosis, Sergio led the charge in building a strategic, multi-stakeholder engagement to drive clinical collaboration to ensure patients with iMCD received the diagnosis they needed, leading to treatment with SYLVANT® (siltuximab), the only FDA-approved treatment for iMCD for appropriate patients.

Specifically, Sergio implemented an engagement strategy that addressed critical educational/knowledge gaps, including:

• Clinical presentation of iMCD
• Diagnostic criteria, including excisional biopsy
• Collaborative confirmatory diagnosis through alignment of clinical and laboratory measurements
• Treatment guidelines

This cross-functional approach not only helped build bridges between specialties critical for diagnosis but also reinvigorated the SYLVANT brand.

Sergio’s leadership is a shining example of what’s possible when strategic thinking meets deep commitment to improving patient care.

Congratulations, Sergio!