Have you ever heard of advanced systemic mastocytosis (advSM)? No? If not, then you're like most people. This form of mast cell cancer is a very rare disease. Our task was to help our client Novartis launch a new product for advSM patients.

Based on a jointly developed positioning statement, we created an integrated package of measures to support the German market launch. These measures played an important role in creating awareness among physicians – and they provided patients with comprehensive information that was previously unavailable.

For a disease as rare as advSM, there is little experience and data, so teamwork is crucial for a successful launch. To make sure that everyone involved would share and combine their expertise in a structured way, we developed the positioning in a series of three complementary workshops – together with physicians and experts from Novartis.