CINRYZE was the first preventive therapy for adolescents and adults with HAE and is now the first to have a pediatric indication.

A decade with one rare disease

CINRYZE continues to put patients first, providing best-in-class, meaningful support for people living with this rare, debilitating condition.

Our experience with CINRYZE (C1 esterase inhibitor [human]) began in 2009 with the launch of Ryze Above, a ground-breaking patient support program that helped set the standard of excellence in rare disease marketing.


The award-winning “Swell” campaign was developed for the global launch of CINRYZE. The surrealistic imagery helped physicians understand the psychological burden of this rare disease on patients.

One of the most successful orphan product performances in history—patient share grew to >50% of the market.

The campaign was later introduced in the United States and evolved to showcase the power of prevention when in the hands of patients.

The “Moments Missed” rare disease awareness campaign was based on a published survey highlighting the effects of HAE on social, educational, and career aspects of life.

The brand campaign, along with market development, contributed to reducing diagnostic delays by >4 years.

Our work with CINRYZE allowed us to build relationships with real HAE patients and families. Their stories had a profound influence on the way we shaped the work. As a result of the time we spent with them, we decided to take a revolutionary approach in crafting a patient program that not only would serve basic access and educational needs, but would truly help patients rise above the burden of their disease and feel supported, informed, and empowered at each stage of their journey.

Working closely with the HAE community over the years has been one of the most rewarding experiences of my career.

Senior art director, HAE franchise


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