Context

TYSABRI was pulled from the market in 2005 and then reintroduced in 2010 for restricted program usage for Multiple Sclerosis. Patients underwent extensive risk mitigation evaluation.

Goals

• Win MD confidence

• Move TYSABRI into the category of Drug of Choice for MS treatment

• Preemptively address the risks and MD concerns

• Educate MDs about risks and effective screening strategies

• Inform patients of options – printed materials to be placed in MD offices

Results

• Effective key messaging

• Increased patient education

• Increased prescribing of TYSABRI

• Still considered a most effective option for treating MS