How AI and Human Connection Are Transforming Rare Disease Marketing at Precigen

How AI is Transforming Rare Disease Marketing: Insights from Precigen’s CCO

Precigen, a biotech company specializing in cell and gene therapies, is leveraging artificial intelligence alongside human engagement to enhance marketing for rare diseases. Their latest campaign focuses on recurrent respiratory papillomatosis (RRP), a chronic condition marked by vocal cord damage and frequent surgeries that currently offer only temporary relief.

RRP patients often undergo numerous surgeries—on average, 13.5 in their lifetime—with some experiencing hundreds just to maintain basic functions like breathing and speaking. Precigen’s new gene therapy candidate, PRGN-2012, targets the root cause of RRP: a persistent viral infection. The therapy holds FDA Breakthrough Therapy and Orphan Drug designations, with a key regulatory milestone coming up in August.

The “Rethink RRP” campaign aims to educate healthcare providers (HCPs) about the limitations of repeated surgeries and introduce the promise of gene therapy as a potential long-term solution. Precigen’s chief commercial officer, Phil Tennant, highlights that many HCPs are unaware of the full impact and unmet needs of RRP patients, making awareness efforts critical.

Applying AI to Pinpoint Patients and Providers

Targeting rare disease patients is inherently challenging due to their low numbers and diagnostic complexities. Precigen has adopted AI tools, including large language models, to analyze claims data and identify both patients and their treating physicians. This approach is especially valuable because many rare diseases lack specific ICD-10 codes, complicating diagnosis tracking.

By using AI to uncover where patients and providers are located, Precigen ensures its marketing resources focus on the right audiences. Tennant emphasizes that deep upfront market insight is essential to maximize impact when launching campaigns, and AI has proven instrumental in this process.

Balancing AI with Human Interaction

Though AI is becoming a mainstay in biotech marketing, its full potential remains untapped. Tennant notes that many companies are still experimenting with AI use cases. However, the human element—especially in-person sales representatives—remains key.

The pandemic accelerated virtual engagement, but many physicians expressed a preference for face-to-face interactions, particularly in rare disease contexts where trust and detailed education matter. AI excels at processing vast amounts of data, while human reps provide the nuanced conversations necessary to explain complex therapies.

Tennant summarizes this synergy: technology and human interaction amplify each other. Effective marketing requires relevance and respect for the customer’s time and attention. AI can help craft precise, meaningful messages that open the door for productive clinical or promotional discussions.

Emerging Trends in Rare Disease Marketing

• Social Media’s Growing Role: Patient stories are gaining prominence through social platforms, offering authentic voices that resonate with both providers and the public.
• Improved Health Literacy: As public understanding of health issues increases, marketers can craft more sophisticated and empathetic campaigns.

Embracing patient narratives and social media engagement presents new opportunities for marketers to connect meaningfully with audiences. The industry is encouraged to integrate these elements thoughtfully into their strategies.

For marketers looking to deepen their knowledge of AI applications and tools, exploring targeted AI training can provide practical skills to enhance campaign effectiveness. Resources like Complete AI Training’s course offerings are valuable starting points.