Argenx's "Live Vyvidly" DTC Campaign for Vyvgart Hytrulo Prefilled Syringe

The FDA approved argenx's prefilled syringe version of Vyvgart Hytrulo on April 11, 2025, allowing patients with gMG and CIDP to self-inject at home5
Argenx developed a direct-to-consumer TV ad campaign called "Live Vyvidly" to promote Vyvgart Hytrulo, focusing on realistic patient depictions and quality of life4
The company emphasized patient input throughout the campaign development process, even having CIDP patients on set during filming to provide real-time feedback4
The "Live Vyvidly" campaign is running across national and streaming TV, digital video, and social media platforms4
This new formulation gives patients flexibility in their treatment options, allowing administration at home, in a physician's office, or while traveling5
Argenx reported $2.2 billion in preliminary product sales for 2024, with Vyvgart reaching over 1,000 CIDP patients since launch24
Analysts from William Blair and Citi predict the self-administration option will be a "growth driver" for Vyvgart in both gMG and CIDP indications5
Argenx expects to become profitable in 2025 while investing approximately $2.5 billion in marketing, administrative and R&D expenses2

Sources:

2. https://www.fiercepharma.com/pharma/argenx-eyes-profitability-2025-key-drug-vyvgart-tipped-grow-expected-prefilled-syringe

4. https://marketingandpharma.com/argenx-encourages-patients-to-live-vyvidly-in-new-indication-effort/

5. https://www.fiercepharma.com/pharma/argenx-stays-roll-vyvgart-gaining-fda-nod-prefilled-syringe