Out of the Hospital But Not Out of the Woods
HCP Prelaunch & Launch for BEVYXXA (betrixaban) at Portola Pharma
The success of BEVYXXA is a David versus Goliath story. Facing blockbusters such as XARELTO and ELIQUIS in the novel oral anticoagulant (NOAC) class, Portola Pharma had to be smarter about bringing their optimized NOAC to market.
Fortunately, where the others had failed in Phase 3 trials, BEVYXXA succeeded. For the first time, doctors had a drug that could reduce blood clots in acutely ill medical (non-surgical) patients without increasing their risk of bleeding.
The problem, however, was low awareness of the danger of blood clots in this patient type. “Out of danger on discharge” was the prevailing mindset among HCPs who manage non-surgical patients.
We flipped that mindset with our HCP prelaunch campaign, Out of the Hospital But Not Out of the Woods. Its story is that the risk of blood clots in non-surgical patients is pervasive, persistent, and preventable both in and out of the hospital.
The BEVYXXA HCP launch campaign presents an elegant solution: seamless protection from hospital to home in a once-daily capsule.
The prelaunch and launch campaigns reached more than 50% of target physicians in just 9 months, and digital engagement was triple the industry benchmark.