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Argenx is rolling out a multichannel ad campaign to promote its Vyvgart Hytrulo prefilled syringe and let patients living with generalized myasthenia gravis (gMG) know that they have another treatment option available to them.

The Dutch drugmaker debuted a 60-second spot titled “MY Treatment MY Way” on Wednesday, emphasizing the flexibility gMG patients can experience when opting for the Vyvgart Hytrulo prefilled syringe.

A rare autoimmune disease, it’s estimated that 700,000 people live with gMG — including 100,000 Americans.

Common symptoms associated with the disease include muscle weakness, drooping eyelids (known as ptosis), difficulty swallowing and respiratory issues.

The campaign was launched less than a month after the Food and Drug Administration approved the Vyvgart Hytrulo prefilled syringe as a self-injection treatment for adults diagnosed with either anti-acetylcholine receptor (AChR) antibody positive gMG or chronic inflammatory demyelinating polyneuropathy (CIDP).

Previously, Vyvgart was administered via infusion or subcutaneous injection, which required more time commitments from patients seeking treatment.

Argenx is attempting to establish a foothold in the gMG treatment space, with competition from the likes of Johnson & Johnson as well as UCB.

Notably, at the end of last month, J&J’s Imaavy was approved by the FDA to treat patients living with gMG who are over the age of 12. The antibody drug is expected to become one of the pharma giant’s top-selling products.

The desire for patients to have a personalized approach to care is repeated throughout the ad, which was produced by Avalere Health Chicago.

Cristian Azcarate, VP of patient strategy at Argenx, said the drugmaker collaborated with the gMG patient community to incorporate their insights and produce marketing materials that focus on how the treatment improves daily life and independence.

Azcarate said the ad showcases how the new self-injection option allows patients more flexibility and control over their treatment.

“Educating patients about the treatment options is something we feel is important, that’s our role,” he said. 

Following the campaign’s launch, the commercial will be shared across broadcast TV channels as well as consumer-facing platforms across Facebook, Instagram, digital banner ads and more.  

Azcarate said the company will be monitoring a number of key metrics going forward, including patient engagement with the campaign as well as whether they are exploring their treatment options in conversations with healthcare providers.

He added that the campaign supports the company’s core philosophy that medical innovation only matters if it provides real benefits to patients. 

The Treatment MY Way is designed with that mission in mind to empower patients with the promise of Vyvgart’s self-injection capabilities.

“We can create fantastic medicines and have great innovation, but if it doesn’t reach the right patients, it’s all for nothing,” he said.

Beyond promoting the product, Azcarate underscored that the campaign seeks to increase understanding and visibility of gMG, helping patients feel seen and validated in the process. 

To read a May 2025 article on UCB’s Imagine Your Zillions campaign, click here.