Client: Novartis Gene Therapies
SMA whilst rare, is a devastating condition. Without treatment, most infants
don't make their second birthday. Signs are difficult to recognise so early diagnosis and treatment is crucial.
In March 2021, Zolgensma® was approved for use on the NHS in the UK, a potentially life-
changing, single-dose gene therapy. Dubbed "the world's most expensive drug", a key challenge was
to convey the news and show the true value of the treatment. With a strategy based on media
education and collaboration with experts, the story on the launch and first infusion broke through a
competitive media landscape to achieve broad, multichannel coverage.