Two new television advertisements for Vyvgart Hytrulo, a therapy for generalized myasthenia gravis (gMG), are currently airing in the US. Each campaign shows a different aspect of self-administered treatment. Titled “Your Day” and “My Way,” the ads spotlight convenience and personalization — central themes in the drug’s positioning for at-home use.
gMG is an autoimmune neuromuscular disorder affecting an estimated 20 per 100,000 people in the US. It often causes fluctuating skeletal muscle weakness, which may include ocular, bulbar, limb and respiratory involvement. This condition can significantly impact daily functioning and quality of life.
argenx’s “Your Time” campaign takes a lifestyle-focused approach, framing treatment as something that fits seamlessly into everyday life. The imagery leans into comfort, companionship and a sense of normalcy. The tagline, What could you do with your day if you could treat at home?, suggests that managing gMG doesn’t have to disrupt shared, everyday experiences.
“My Treatment, My Way” presents a tone of personalization and self-direction. It opens with a café scene where a person shares, “I like things personalized, like my coffee,” before referencing how their treatment goals are tailored in partnership with their physician. Phrases like “Self-injection fits my plans” and “My Vyvgart Hytrulo, my solution… reducing my symptoms” are sprinkled across the ad reflecting that patients have autonomy, routine and the freedom to maintain their pace and preferences.
Vyvgart Hytrulo is the subcutaneous formulation of efgartigimod alfa, first approved in the US in June 2023. It is indicated for adults with gMG who test positive for anti-acetylcholine receptor (AChR) antibodies. The injection is given subcutaneously, offering an alternative to the original intravenous formulation approved in 2021.
A recent FDA label update authorized a prefilled syringe version co-formulated with Halozyme’s ENHANZE enzyme technology. This version supports a 20 to 30-second subcutaneous self-injection and is approved for use in both gMG and chronic inflammatory demyelinating polyneuropathy (CIDP). argenx expects to launch the syringe in the US within two weeks of approval, with pricing comparable to the vial format.
As of June 2023, the wholesale acquisition cost (WAC) of the Vyvgart Hytrulo vial was $6,050 per injection, with typical treatment involving four injections per cycle.
In Q1 2025, argenx reported $629 million in net sales across its Vyvgart portfolio — a 52% year-over-year increase — largely driven by uptake of the subcutaneous formulation in the US and expanded access in other markets.
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New clinical programs and biologics, including cell therapies and FcRn inhibitors, continue to advance the gMG treatment pipeline and inform therapeutic strategies.
Among recent developments, Cartesian Therapeutics has launched its Phase III AURORA trial of Descartes-08, an mRNA-engineered autologous T-cell therapy designed to suppress autoantibody production in gMG.
Vor Bio entered an exclusive license agreement with RemeGen for a late-stage anti-CD20 antibody-drug conjugate being evaluated for autoimmune indications, including gMG.
And Johnson & Johnson, through its Janssen-Cilag unit, released new indirect comparison data showing that Imaavy (nipocalimab), an FcRn-blocking monoclonal antibody, delivered statistically significant and sustained improvements in daily functioning over 24 weeks compared to approved FcRn inhibitors, based on published Phase III data.
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