Actelion Pharmaceuticals is a San Francisco biopharmaceutical company recently acquired by Johnson & Johnson. Actelion is focused in the orphan disease space with a strong portfolio in pulmonary arterial hypertension (PAH)—a rare, life-threatening disease that can lead to heart failure affecting children and adults.
Actelion’s keystone PAH treatment, TRACLEER, is indicated for adult use. For nearly 14 years, its 64mg formulation has been widely used off-label by physicians to treat children. Demand for a lower-dose, easy-to-swallow formulation indicated for children was growing. TRACLEER 32mg—a dissectible, water-soluble pill with a pediatric indication—was the answer.
Grey Matter Marketing had to find ways to reposition the product and inform patients and physicians of the new indication, formulation and its benefits.
To develop a strong repositioning and targeted strategy to avoid overshadowing the key portfolio therapies, Grey Matter Marketing delivered the following: