Pulmozyme

The Brand

Pulmozyme (dornase alfa) is a Cystic Fibrosis treatment option, used in conjunction with other necessary treatments to help manage symptoms of Cystic Fibrosis (CF).

The Target Audience and Insights

There is still no cure for CF, and people live with it their entire lives. In research, we found that people living with CF did not respond well to being treated or spoken to like patients. Due to improved medical treatments, more than half of people with CF are 18 or older. Many are in college, have families, spouses, jobs, and kids, and prefer to live with a mindset that separates their disease from who they are as human beings. Our new brand voice had to reflect that.

The Disease

Cystic Fibrosis is a progressive, genetic disease that affects the lungs, pancreas, and other organs, causing mucus in those organs to become thick and sticky.

Mucus can clog airways and trap bacteria, so avoiding germs and keeping infections, respiratory failures, and other serious complications at bay is an important concern for people with CF. Constant maintenance and treatments are required.

There is no cure for CF, and though treatments are improving, many lives are still cut short by the disease.

Reference: https://www.cff.org/intro-cf/about-cystic-fibrosis