CASGEVY

Pharma HCP CAMPAIGN

In 2025 Vertex Pharmaceuticals was awarded a National Priority Voucher for CASGEVY® to accelerate market access.

CASGEVY® is the first and only approved ex-vivo autologous gene therapy that uses CRISPR/Cas9 technology to treat sickle cell disease.

The therapy works by using patients’ own stem cells and editing or cutting out the gene BCL11A which causes red blood cells to sickle. By editing this gene and re-administering the cells to the patient, their body is then able to produce healthy shaped red blood cells.

This campaign emphasizes the MOA of the therapy and aligns with their target audience of 12 years and older of which the medicine is currently indicated for.

CONCEPTING

The “Cut Out Sickle Cell Disease” campaign focuses on the how the CRISPR technology “cuts” out BCL11A gene expression while also highlighting the insight that patients are sometimes only a young child when they have their first SCD crisis.

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iCva

experiential

The World of Sickle Cell Disease would be an interactive booth at the American Society of Hematology(ASH) Annual Exhibition which would focus on artwork created by real-world SCD patients, depicting what the disease would look and sound like to them if it were a monster.

The exhibit would highlight that just like extinction of these monstrous dinosaur creatures, CASGEVY® is treating sickle cell disease which up until very recently seemed unmanageable.