Launching Zolgensma® the first gene therapy for babies with SMA in the UK

Havas Life Medicom

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.