Don Abramo
Executive Director, Leniolisib Marketing
Pharming Healthcare Inc.
A Truly Rare Marketer
Activated PI3K delta syndrome (APDS) is a recently discovered rare disease that really puts the rare in rare. Classified as a rare disease back in 2013, it’s estimated only one to two people per million suffer from it around the globe. Furthermore, the first genetic test for it only became available in 2017, which is the only way to definitively diagnose APDS. As Pharming prepared to launch the first treatment for APDS, they needed to get creative to find and educate potential patients as well as the physicians who may be treating them. Fortunately, they had the perfect person for the job: Don Abramo.
To develop their approach for reaching physicians, Pharming partnered with PRECISIONscientia to utilize their DOL Map. This technology allows users to gain a deeper understanding of the Digital Opinion Leaders (DOLs) who hold significant influence within the digital sphere. After identifying potential DOLs, Don and his team formed an advisory board to learn how HCPs in rare disease prefer to receive information, how they utilize social media, and how willing they would be to work with a pharma company. The plan is to roll out messaging with these DOLs within a couple of months post-approval to help spread awareness about APDS and encourage people to get a genetic test.
In the meantime, Don and his team launched the unbranded site AllAboutAPDS.com and are sharing information from both patients and physicians across Facebook, Twitter, YouTube, and a podcast. They are even planning to launch the first-ever APDS Day this October. With the recent approval, Don and his team will now pivot to more branded content across various channels.
Additionally, Don and his team are working with an AI company to develop an algorithm to help identify potential APDS patients based on their symptoms. They also developed the “Navigate APDS” program, which provides free genetic testing to eligible patients.
“I enjoy being in the rare disease space because of the ability to interact with patients and see how your treatment is impacting their lives,” Don says. “As I look to the future, I’d like to continue to work in rare disease and someday get to the VP or even C-suite level.”