Hereditary Factor X Deficiency (HFXD) is an ultra-rare genetic disorder that can cause life-threatening bleeds in affected patients (~ 1 in 1 million people). Patient identification is not top of mind, and diagnosis is difficult due to similarities to common bleeding disorders. These patients are the “needle in the haystack.”
COAGADEX®, approved in 2015, became the standard of care for HFXD, yet there was a gap in the number of known patients vs. prevalence estimates. It is estimated that ~330 patients exist in the US, however BPL was aware of only ~125 patients with HFXD. This meant there may be ~200 unidentified patients with HFXD that may benefit from COAGADEX.
BPL desired to raise urgency to identify unknown HFXD patients and connect them to appropriate care. To do so, BPL created the “One in a Million” campaign in 2020. The creative imagery reflects a diverse collection of individuals representing the general population. In the center of this microcosm, an “X” creates empty space where one individual is seen standing alone – a stark reminder that patients with HFXD are “one in a million”. The copy provocatively calls out to HCPs – raising urgency and awareness – that “One in a Million Could be One of Your Patients”. Powerful! The tagline’s sole intent is to stimulate identification of HFXD in the HCP practice; the branded tagline below pays off the “one in a million” concept with the differentiating promise of COAGADEX - the first and only treatment specifically for HFXD.
Through a targeted mix of personal and non-personal executions, BPL’s “One in a Million” campaign significantly increased new patient identification and connected more patients to care in 2020: BPL identified 42 previously unknown patients with HFXD, the highest one-year number ever!
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