Say Hy to HyQvia
Chronic immune-mediated demyelinating neuropathy (CIDP) is a rare disorder marked by inflammation of the nerves and nerve roots, affecting approximately 0.8 to 8.9 per 100,000 people. The journey to an accurate diagnosis is often prolonged and uncertain, and even after diagnosis, patients face a difficult treatment pathway. The need for infusion treatments only adds complexity and delays treatment for those living with CIDP.
When Takeda launched HyQvia’s new indication for CIDP, it entered a competitive landscape as the third treatment to reach the market, with a rival launching just four months later. This new competitor had already flooded the market with disease awareness, emphasizing a different mechanism of action for treatment. In a crowded and fast-moving market, Takeda was forced to act quickly and with boldness.
The development of a compelling DTC campaign for HyQvia was crafted to drive potential patients to the website, starting with Takeda’s first rare disease CTV spots. In an overcrowded market, this DTC approach proved to be a powerful solution to break through the noise and directly engage the target audience. By leveraging personalized messaging, targeted digital advertising, and engaging content, the campaign created a direct connection with consumers, bypassing traditional distribution channels. The focus on education, brand differentiation, and clear value propositions helped build trust and awareness, making HyQvia stand out from the competition. Through the strategic use of social media, email marketing, and digital platforms, the campaign fostered stronger consumer connections, driving meaningful interactions and conversions. In a market saturated with alternatives, this well-executed DTC campaign successfully established a unique brand presence, increased customer loyalty, and fueled sales growth.
Since its launch on November 11th, CTV has made a significant impact, driving a higher percentage of quality visits to the website. Users engaging with CTV are exploring 2 or more pages or interacting with key site actions. CTV’s quality visit rate is 3 to 4 times higher than the site average. In December, the average time spent on the site was 2:24, but users who engaged with AR scans spent almost 3 additional minutes, boosting their average time on site to 5:14.
Key website metrics include a 31% increase in patient resource clicks, a 67% increase in doctor discussion downloads, and a 24% increase in CRM sign-ups. These results reflect strong user engagement and growing interest since the launch of CTV. We anticipate further growth as additional channels are rolled out post-holidays.
(Initial results reported through December 31, 2024)
