Some launches are complex. This one was in a category of its own.
A groundbreaking gene therapy — the kind that reframes what medicine can do — was entering a global market that was not ready for it.
The science was extraordinary. The scrutiny was fierce.
A hostile media environment, sceptical regulatory bodies across dozens of jurisdictions, and governments being asked to fund something with no precedent created a communications landscape where a conventional launch strategy would not just underperform — it would actively damage the work.
Clanmac built a human-first strategy from the ground up.
Not a messaging framework. Not a set of approved talking points.
A living, conversational approach that could travel across media, government engagement, and regulatory dialogue — flexible enough for forty markets, consistent enough to hold integrity.
Senior leaders were prepared not to recite a strategy but to have genuine conversations about what this therapy meant — for patients, for science, and for health systems carrying chronic burden.
Preparation focused on language that was human, credible, and adaptable in high-scrutiny environments.
Cohesive, credible market access across more than 40 countries — achieved not by managing the conversation, but by leading it.
