Cell and gene therapies (CGTs) are rewriting the future of medicine, offering the possibility of cures for conditions once thought untreatable. But for the patients waiting, that promise too often meets a harsh reality: barriers that keep care out of reach. A complex commercial situation where the science is ready, but the system is not. Given this challenge, McKesson decided to build a dedicated business (“InspiroGene”) to help biopharma companies and healthcare providers navigate the complex cell and gene commercial landscape with the goal of increasing treatment access for patients in need.
In a market where competitors had already established their leadership, InspiroGene faced an urgent challenge: establish InspiroGene’s authority in the space quickly and credibly. To support this, we identified an opportunity to showcase InspiroGene as a formidable expert in expanding access to these advanced therapies by developing an in-depth industry report that would provide new data and unique insights on this emerging area of medicine.
Our objective was to produce an informative and educational CGT report that would deliver meaningful insights to biopharma companies, healthcare providers, and ultimately the patients whose lives depend on these therapies. At the same time, it needed to build awareness of InspiroGene as a trusted expert in the field, sparking meaningful dialogue across the industry to break down barriers to access and help bring life-changing treatments to patients more quickly.
To help InspiroGene stand apart in a crowded and highly technical CGT landscape, we began with foundational research: a competitive audit and stakeholder interviews with internal subject matter experts. This process revealed two critical insights: first, the market lacked original data directly from frontline providers on their experience with CGT adoption; second, there was no central, user-friendly resource mapping treatment center access across the U.S. These gaps represented both a communications opportunity and a strategic imperative.
We developed a content plan that would position InspiroGene as a credible voice in the space, offering clarity where the field was clouded by complexity. The plan centered around three core themes: where the CGT industry stands today, its future trajectory, and structural and operational barriers that must be addressed to expand patient access. Content development included:
These data were synthesized into a 68-page digital report designed for impact and usability. We prioritized high-quality visuals and narrative-style insights that would resonate with all stakeholders. The report was supported by a dedicated web experience, including a gated landing page for lead generation and a stand-alone access map landing page with built-in search and filtering capabilities. The report launch was timed strategically around the annual Alliance for Regenerative Medicine conference — one of the most influential gatherings in the CGT field. We developed an omnichannel launch campaign that included a press release, targeted media outreach, email marketing, social content, programmatic advertising, and paid search, all designed to maximize visibility and drive report engagement across multiple channels.
This project stands out because it did more than inform — it equipped the industry with tools to act. By integrating primary research, expert analysis, and accessible digital design, the report positioned InspiroGene as a credible leader in advancing insight and improving access within the CGT landscape — earning trust across audiences.
Launched in October, the report quickly exceeded expectations, establishing InspiroGene’s authority in the CGT space through measurable awareness, engagement, and influence.
The report’s impact extended beyond performance metrics. Its combination of proprietary research, expert insight, and interactive design resonated across the ecosystem. The Association for Value-Based Cancer Care formally requested to share the report with all attendees at its 2024 annual conference, signaling its value as a credible, third-party resource.
While the report raised awareness of InspiroGene, its greater impact was in sparking meaningful industry dialogue on overcoming barriers and accelerating patient access to life-changing therapies. By delivering a trusted, data-driven resource to a complex market, this effort not only met communications objectives, it helped shape the broader CGT conversation.
