Highly commended
A One-Time Moment: Access to the First CRISPR Gene-Editing Therapy for Transfusion-Dependent Beta Thalassaemia (TDT) Patients
by Portland Communications on behalf of Vertex Pharmaceuticals
Summary of work
Portland partnered with Vertex to deliver a high-impact media launch around the England access agreement for CASGEVY™- the world’s first commercialised gene-editing therapy for transfusion-dependent beta thalassemia (TDT).
This milestone presented a unique opportunity to not only raise awareness of the agreement but also spotlight TDT, an under-recognised disease with significant unmet needs, and position Vertex as a pioneer in harnessing innovation for better patient outcomes. Our goal was to secure widespread, high-quality media coverage across international, national, trade, and regional outlets.
Guided by insights from a 2022 media audit on cell and gene therapies (CGTs), and significant media interest following the MHRA approval of the treatment in 2023 we anticipated strong media follow up but recognised potential challenges, including a tendency for reporting to focus on pricing rather than scientific innovation. To navigate this, we proactively engaged key journalists to educate about the potential of gene therapies for TDT patients and Vertex’s leadership in scientific innovation.
We secured extensive media coverage in the UK and across Europe, with 96% of articles including our key messages with 100% positive or neutral tone.
Judges’ comments
This entry from Portland Communications and Vertex Pharmaceuticals achieved a lot on a very low budget. It was great, very complex and addressed a difficult area. They had really thought about what journalists wanted in advance. They tackled it very well and it was strategically thought out. A solid piece of media relations.
