CHALLENGE
Following the launch of a treatment for an ultra-rare disease, the brand needed to rapidly build awareness and meaningful engagement within a small, highly specialized patient population. At the same time, it had to navigate complex medical, legal, and regulatory requirements while aligning internal teams and external partners to execute multichannel initiatives efficiently.
The goal was to create a scalable engagement infrastructure to support awareness, education, and long-term connection.
SOLUTION
CMK Select developed direct-to-consumer CRM campaign waves to increase awareness of treatment options and deliver structured lifecycle communications.
To elevate authentic voices, the team launched a Patient Ambassador program, recruiting ten ambassadors (six patients, four care partners) and creating storytelling frameworks, interview guides, and summit programming to capture the full patient journey.
The team also led patient education initiatives, including a live virtual event featuring a physician expert, while managing messaging, promotions, and compliance approvals. In parallel, CMK Select supported brand storytelling and Connected TV creative, ensuring all content reflected the lived experience of ultra-rare disease patients while meeting regulatory standards.
IMPACT & VALUE REALIZED
The Patient Ambassador program became a cornerstone of the brand’s storytelling platform, earning the PM360 Trailblazer Award.
CRM campaigns established a scalable lifecycle communication infrastructure, while education events and storytelling initiatives strengthened engagement within the rare disease community. Through coordinated execution across CRM, ambassador programming, events, and Connected TV, the brand built a multichannel engagement platform designed to sustain awareness and deepen authentic patient connection.