Ar­genx rolls out new cam­paign for rare au­toim­mune con­di­tion as it awaits FDA rul­ing

Ar­genx is tak­ing a page from its own com­mer­cial­iza­tion play­book with a new rare dis­ease cam­paign.

The un­brand­ed “Shin­ing through CIDP” cam­paign show­cas­es re­al sto­ries of care­givers and peo­ple liv­ing with chron­ic in­flam­ma­to­ry de­myeli­nat­ing polyradicu­loneu­ropa­thy, sim­i­lar to its 2020 “MG Unit­ed” cam­paign and do­cuseries about myas­the­nia gravis.

The cam­paign in­cludes a na­tion­al TV com­mer­cial, dig­i­tal and so­cial me­dia, along with a three-part re­al­i­ty minis­eries with film­ing be­gin­ning this week­end, and a PBS “Med­ical Sto­ries” doc­u­men­tary set to air this sum­mer.

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