Argenx has signed on as an early partner to a newly launched initiative from media companies NBCUniversal Local and Digital Health Networks (DHN) that plans to offer healthcare marketing in the form of video and digital storytelling content.
The initiative, Care Collective, will team up with healthcare brands to create documentaries, short films, unscripted series, audio and interactive features, among other content formats, according to this week’s launch announcement, relying on DHN’s health storytelling experience for development and NBCU’s nationwide family of TV networks, streaming channels, websites and apps for distribution.
The resulting films and shows will span disease education, patient journeys, medical innovations and more. In addition to argenx, other early brand partners to the Care Collective platform include Avalere Health, which offers advisory and marketing services to biopharma partners, and Sermo, a physician-focused social media network.
One of the first projects on the docket is “Rare, Well Done,” a reality series presented by argenx focusing on individuals with chronic inflammatory demyelinating polyneuropathy (CIDP).
“Rare, Well Done” is a take on a classic makeover show format: Each episode of the series centers on a different person with CIDP who’s helped by experts on the “Thrive Team” to “make more room in their lives for joy,” per the series’ trailer. The experts help the show’s stars not only improve their mobility but also address the social and emotional challenges of living with CIDP.
All of the “Rare, Well Done” content is hosted in a dedicated tab on the website for argenx’s “Shining Through CIDP” campaign, an unbranded disease awareness push that the company rolled out in early 2024 as it waited for the FDA’s ruling on a label expansion into CIDP for Vyvgart Hytrulo. The drug was at the time already approved in generalized myasthenia gravis.
The subcutaneous FcRn blocker went on to earn that CIDP approval last June. Since then, the company has logged a significant boost in sales for Vyvgart Hytrulo and—to keep the momentum going—it kicked off a branded campaign in the indication at the start of this year.
