Most pharma commercial models are built for scale — broad reach, broad segments, broad messaging. Rare disease brands don't have that luxury, and increasingly, that constraint is becoming an advantage. Vinícius Dantas Alves, Associate Vice President & Global Brand Lead for ASMD at Sanofi, makes the case that rare disease commercialization — where every undiagnosed patient represents a missed opportunity and every barrier removed changes a life — demands a fundamentally different playbook than mainstream pharma marketing. In this session, Vinícius explores how AI-enabled tools are helping rare disease teams find the undiagnosed, personalize outreach at the individual level, and remove access barriers with a precision that mass-market brands rarely need. For CX leaders working in larger therapeutic areas, this is a masterclass in what patient-centricity looks like when there's no room for a "good enough" segment — and why some of the sharpest commercial innovation in pharma right now is happening in rare disease, not primary care.
