AstraZeneca's launch plan for first-in-class lupus med Saphnelo centers on patient-designed support program

AstraZeneca is taking a cue from lupus patients in launching its freshly approved Saphnelo. Actually, not just a cue—the company turned entire chunks of the marketing plan over to them.

The British pharma first turned to patients and advocacy groups 18 months ago to start building a patient support program for the first-in-class systemic lupus therapy.

One key ingredient in the process—and outcome—is diversity. Lupus disproportionately affects Black, Asian and Latino people, so AstraZeneca sought help from those communities to design and now run the program.