Immunex Corporation - Novantrone

The Challenge

Immunex Corporation faced the challenge of launching a new therapy — Novantrone — to help serve the needs of patients experiencing the most severe symptoms of multiple sclerosis.

Immunex turned to APCO because of the firm's broad scope of experience and unique ability to serve the needs of companies taking medical products from clinical development, through the regulatory stages at the U.S. Food and Drug Administration (FDA) and launching them into the marketplace.

The Solution

APCO executed an initiative to address the needs of the Novantrone launch.

The firm launched a patient outreach and education program; an on-line initiative designed to both inform and interact with patients and care-givers; a medical professional spokesperson network; and a collaborative effort with the company's marketing officials to place high-profile stories on television and radio and in newspapers and on-line media.

In addition, APCO collaborated with officials of the company to contribute to the successful clinical and regulatory strategy designed to help guide the drug successfully toward FDA approval and launch.

The Result

Once the FDA issued its approval of Novantrone, public relations, public affairs and media relations tactics were ready at the flick of a switch. Influential "patient-focused" mass media and Internet coverage of the approval resulted. The additional revenue and positive results contributed significantly to the shareholder value of Immunex and became an important asset related to the eventual sale of the company to Amgen Corporation*.

*Amgen has since sold the rights of Novantrone to Serono Inc.

Services Provided

• Coalition building
• Community affairs & strategic philanthropy
• Creative services
• Crisis management
• Government relations
• Issue management
• Media relations
• Online communication
• Positioning

View all APCO services

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