Insmed Exhibits in Both Disease State and Commercial Spaces

Insmed is a global biopharmaceutical company on a mission to transform the lives of patients with serious and rare diseases.

In 2018, the company’s first therapy, ARIKAYCE®, received FDA accelerated approval to treat adults with limited or no alternative options for the treatment of Mycobacterium Avium Complex (MAC) lung disease. ARIKAYCE uses Insmed’s liposomal drug delivery system, which delivers the active ingredient directly to the site of the lung infection.

Solutions

In 2019, Access created an exhibit to launch ARIKAYCE.

Our partner, agency Area 23, developed a theme based on the iconic folk tale of Dracula to show that even MAC was vulnerable to the liposome delivery system. A model of the liposome was front and center in the 40 x 40 exhibit.

But then congresses disappeared for two years. When they returned, Insmed promoted ARIKAYCE at both the American Thoracic Society (ATS) and CHEST, while adding a second exhibit, a disease state exhibit educating HCPs about a product in development that could be a potential treatment for neutrophil-mediated diseases, including bronchiectasis and cystic fibrosis.

At both congresses, Insmed had two exhibits rather than a 40 x 40 exhibit. However, the exhibits shared a single medical information space. The challenge, successfully met, was to ensure that attendees in the disease state exhibit could not see the commercial product.

The ARIKAYCE exhibit was scaled back from the launch exhibit.

Meanwhile, the disease state exhibit featured a fierce tornado hovering over lungs that were made to resemble a house and perhaps to evoke thoughts of “The Wizard of Oz.”

The tornado was created from heated and shaped plastic globes with 3D-printed pieces inside. Artist Michael Murphy designed and engineered the tornado for Access.