Gene therapy is a groundbreaking frontier in medicine, promising transformative treatments for conditions that were once deemed untreatable; however, with this potential come unique challenges from limited target audiences to high risk in clinical trials. At Cognite, we understand these challenges deeply, and we’ve developed strategies to turn each one into an opportunity to enhance engagement, trust and the overall success of gene therapy initiatives.

Limited target audience of healthcare professionals

One of the distinct challenges in gene therapy is the extremely low number of target healthcare professionals (HCPs), sometimes fewer than 20 in specific therapeutic areas. This niche audience requires a highly individualised approach to engagement, where each interaction is both meaningful and impactful.

Opportunity: We help clients build individual engagement plans by tailoring messages and touchpoints for each HCP. This personalisation maximises relevance and builds stronger connections with key decision-makers, ultimately increasing buy-in and advocacy for the treatment. By understanding the unique needs and challenges faced by each HCP, we ensure that our messaging resonates at every interaction.

Navigating clinical trial risks

Gene therapy trials often face setbacks, including failures and, unfortunately, patient deaths. These events can understandably cause hesitance among stakeholders, from investors to HCPs, impacting the therapy’s perceived viability.

Opportunity: We recommend crafting an empathetic communication strategy that acknowledges these difficult realities. By conveying the resilience and dedication behind each trial, we help our clients illustrate the genuine impact of these therapies on patients and their carers. Such transparency not only helps to build trust but also creates a narrative that recognises the bravery of trial participants and their carers, reframing negativity into a shared commitment to innovation.

Bridging knowledge gaps in gene therapy mechanisms

The mechanisms of action (MoA) of different gene therapies are complex and often unfamiliar to many HCPs. This lack of awareness can lead to reluctance or misunderstanding, hindering adoption and support from those critical to a therapy’s success.

Opportunity: By leveraging digital channels and innovative technologies, such as virtual or augmented reality, Cognite enables clients to create visually compelling and interactive experiences that clearly explain the therapy’s MoA. These immersive tools help demystify complex processes and make it easier for HCPs to understand and confidently communicate the potential benefits of gene therapy.

Building confidence in gene therapy as a curative option

Gene therapy is still new to many, and building confidence among HCPs, payors, patients and carers is essential for its adoption as a mainstream, curative option. Traditional methods of communicating efficacy and safety may not be sufficient for a technology as transformative as gene therapy.

Opportunity: We help clients balance rational and emotional messaging to communicate not only the scientific data but also the real-life impact on patients and carers. By combining data-driven insights with stories that reflect the tangible difference gene therapies make, we create narratives that are both credible and emotionally resonant. This balanced approach builds confidence and helps stakeholders see gene therapy as a viable, patient-centric solution.

If you are interested in continuing the discussion, please reach out to our Chief Business Officer, Sean Cush, to learn how we can support your communication strategy and bring your innovation to life.