Live KOL broadcast

Overview

When clinical guidelines for diagnosing and managing X-linked hypophosphatemia (XLH) were updated to include Kyowa Kirin’s therapy, it created an opportunity to educate clinicians and advance treatment for this rare genetic condition.

The Situation

Turning updates into opportunity

When treatment guidelines get updated for rare diseases, it’s important that information gets disseminated quickly and comprehensively to the disease treaters—the specialists. So, in 2025, when XLH treatment guidelines changed—Kyowa Kirin saw a chance to engage with healthcare providers worldwide. Kyowa Kirin wanted to connect the small, dispersed clinical community treating XLH, not just with information, but with a panel of national experts who could explain the changes and answer questions in real time.

To support the initiative, they partnered with Cramer Health to deliver a high-production live broadcast experience.

The Solution

Multiple teams—one agency

Cramer Health created an integrated solution—combining strategy, creative, and production under one roof. Working with Kyowa Kirin’s stakeholders and partner agencies, the team aligned on messaging, coached physicians for on-camera delivery, and helped navigate MLR approvals and on-site compliance feedback with precision.

Cramer transformed its in-house studio into a broadcast-ready environment with LED walls, dynamic lighting, and a full production team. Two live shows aired back-to-back in a single evening, optimized for global audiences. A live Q&A was moderated in real time with MLR oversight, ensuring compliance without sacrificing engagement.

By combining pharmaceutical expertise with broadcast know-how, Cramer delivered an experience that was both strategic and seamless.

The Result

High praise from an engaged clinical community

The programs went beyond an update announcement—they unified the XLH community. HCPs tuned in across regions to hear directly from experts, gaining clarity, practical advice, and a sense of connection.

In the weeks that followed, Kyowa Kirin received what every brand hopes for: unsolicited praise. Attendees called the event “excellent,” and a senior leader described it as the company’s most polished and effective initiative to date. Most importantly, HCPs began reaching out post-event—not just to thank Kyowa Kirin, but to ask how to implement what they’d learned. As one executive put it, “That is the real measure of success in healthcare communications.”