When our team was briefed with the task to creatively position Purified Cortrophin Gel as the accessible option for ACTH therapy, we decided to touch our audience’s hearts with some very relatable truths. That’s how beloved concept of “The Denier” was born. The Denier stemmed from the idea that HCPs and patients deal with many undesirable situations in life that they simply can't avoid. Until Cortrophin Gel, prescribing or obtaining ACTH therapy was one of those things.