Ar­genx de­buts first DTC for myas­the­nia gravis med Vyv­gart even as MG com­mu­ni­ty ef­fort con­tin­ues

In a quick turn to DTC, ar­genx is rolling out its first cam­paign for myas­the­nia gravis med Vyv­gart just a month af­ter FDA ap­proval.

Four re­al MG pa­tients star in the in­au­gur­al TV ad that, while un­brand­ed and not men­tion­ing Vyv­gart by name, does fo­cus on a “new FDA-ap­proved treat­ment” for the de­bil­i­tat­ing au­toim­mune dis­ease.

A voiceover in the 30-sec­ond com­mer­cial asks the ques­tion why do pa­tients want a new treat­ment? Each pa­tient is then fea­tured in suc­ces­sion as they an­swer with rea­sons like “be­cause we want to go out to din­ner with friends” or “be­cause in fam­i­ly pho­tos, we want to be able to smile.”

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