☆ FDA Orphan Drug · Approved Dec 2024
Campaign Kickoff · Rare Disease · Pediatric Hematology
Mesoblast — Ryoncil HCP Campaign
Equals 5 · NPI-Matched Social (Meta + LinkedIn) · Pediatric SR-aGVHD · Launch June 22, 2026
Launch Kickoff SlidesProgram Status
Contract Signed
eq5-1260 · Launching Q3 2026
Flight
Jun – Oct
6/22/2026 – 10/31/2026 · 4 months
Est. Impressions
412K
Total across Meta + LinkedIn
HCP Reach Goal
~60%
Of matched targets · ~1,500 unique HCPs reached
Executive Snapshot
Mesoblast — Ryoncil Launch Program · Contract Signed · Kickoff Phase
May 12, 2026
Expand ▾
4-month NPI-matched social campaign reaching the full Ryoncil specialty universe — ~3,000 transplant hematologists and pediatric oncologists, including the ~200 active writers — across Meta (Facebook + Instagram) and LinkedIn. Designed to drive utilization at top-prescribing accounts and activate eligible non-utilizing institutions.
Signed
Program Contract
eq5-1260
eq5-1260
412K
Estimated Impressions
Meta + LinkedIn
Meta + LinkedIn
~3,000
Target HCPs · ~200 Writers
Complete universe coverage
Complete universe coverage
Weekly
NPI-Level PLD Passback
Click + Impression data
Click + Impression data
What Equals 5 Does
Mesoblast provides the Ryoncil NPI target list. Equals 5 matches each physician through our proprietary Personi 5™ datagraph (2.2M verified HCPs) and activates targeted ads across Meta (Facebook/Instagram) and LinkedIn. Every impression and click is reported back weekly at the NPI level — Mesoblast sees exactly which transplant specialist engaged, on which channel, and how many times.
Why It Matters for Ryoncil
SR-aGVHD affects pediatric patients at BMT centers — a specialist footprint of ~3,000 transplant hematologists and pediatric oncologists nationally, with ~200 active Ryoncil writers embedded in it. With Ryoncil newly approved (Dec 2024) and awareness still building in a rare indication, reaching every active writer and the broader specialty around them with a coordinated NPI-matched program is the fastest path to commercial uptake. No competitor can replicate this at the specialist level.
Now: Kickoff → Social page access → Target list & creative handoff → Ad approval → Launch June 22
Contract Signed
1 · Team
Primary Contacts
Day-to-day lead, senior sponsor, relationship lead, and client point of contact.
EF
Emily Frye
Account Manager
Day-to-day lead. Drives onboarding, target list, reporting cadence, and weekly status.
emily.frye@equals5.com
RS
Ron Scalici
Senior Sponsor
Co-Founder & Head of Client Engagement. Strategic oversight, escalation, and growth.
ron@equals5.com
BL
Bea Lopez
Relationship Lead
Marketing & Platform Partnerships. Sales origin, ongoing partnership stewardship.
bea.lopez@equals5.com
EP
Edith Philippe
Client Point of Contact
Mesoblast — Ryoncil. Brand lead driving program priorities and approvals.
edith.philippe@mesoblast.com
Extended Delivery Team
Platform, analytics, project management, and delivery support.
RM
Roman Makukh
Head of HCP Platform
Platform lead · digital innovator
EB
Eugene Boyko
Head of Marketing & Analytics
Program delivery, data, reporting
SR
Stephany Rosa
SVP, Account Services
Account leadership · strategy
ST
Sia Teplytska
Campaign Manager
Campaign management · training
MK
Maryna Kholod
Project Manager (PM)
Day-to-day program execution
PZ
Polina Zinkovska
Media Buyer (MB)
Platform activation · pacing
GI
Grace Irwin
Creative Strategist
Ad concept, copy · brand alignment
Ryoncil (remestemcel-L)
Steroid-Refractory Acute Graft-versus-Host Disease (SR-aGVHD) · Pediatric
Job Code
eq5-1260
Budget
Contract Signed
Flight
Jun 22 – Oct 31, 2026
FDA Approval
Dec 2024 · Orphan Drug
Facebook / Instagram
LinkedIn
Program Scope
Duration
4 Months
Est. Impressions
412,000
Channels
Meta + LinkedIn
Universe
~3,000 HCPs · ~200 Writers
Account Details
| Client | Mesoblast Limited |
| PD Org ID | 3448 |
| Therapeutic Area | Rare Disease / Hematology |
| Relationship Since | 2026 |
| Media Agency | Direct |
Upcoming Touchpoints
→ Kickoff call · Week of May 12
→ Target list & social access · Within 2 weeks
→ Creative handoff & pixel install · June 2026
→ Launch · June 22, 2026
2 · Scope Overview
Campaign Objectives
Three objectives anchor every targeting, creative, and reporting decision.
Objective 1
Drive Brand Awareness
Promote the introduction of Ryoncil in the treatment of pediatric patients with steroid-refractory acute graft-versus-host disease (SR-aGvHD).
Objective 2
Increase Brand Visibility
Educate HCPs on Ryoncil benefits and differentiators via top ad placements and high engagement rates across Meta and LinkedIn.
Objective 3
Maximize Engagement
Ad tactics will focus on quick-to-market, highly targeted digital strategies, leveraging NPI-based targeting across social media.
Platforms, Flighting & Target Audience
Where we run, when we run, and who we reach.
Platforms
Meta — Facebook
Meta — Instagram
LinkedIn
Flighting
Meta: 6/22/2026 – 10/31/2026
LinkedIn: 6/22/2026 – 10/31/2026
4-month coordinated flight
Target Audience
Target list to be provided by Mesoblast, then enriched and NPI-matched by EQ5. Universe: ~3,000 transplant hematologists and pediatric oncologists nationally (~200 active Ryoncil writers).
Strategic Priorities — Two-Tier Account Strategy
Aligned with Mesoblast’s objectives for H2 2026: address current account utilization and broaden the prescribing base.
Tier 1 · Drive Utilization
Top-Tier Accounts
Deepen reach at current prescribing institutions
High-volume BMT centers and pediatric oncology programs already prescribing Ryoncil. Goal: increase per-account utilization through coordinated, high-frequency NPI reach across transplant hematology, peds onc, and the multidisciplinary care team.
Tier 2 · Activate New Accounts
Non-Utilizing Institutions
Open eligible institutions not yet prescribing
FACT-accredited pediatric BMT centers and COG-affiliated programs with eligible patient populations but no Ryoncil utilization. Goal: clinical-education-led messaging to seed first prescribing decision.
3 · Deliverables & KPIs
Deliverables Overview
Impressions estimate, creative source, and physician-level data passback.
Estimated Impressions
412,000
Total across Meta (FB/IG) and LinkedIn over the 4-month flight
Creative
To be provided by Mesoblast
Mesoblast supplies approved assets. EQ5 places copy into the campaign matrix and provides preview links for client approval before launch.
Data Passback
Weekly Physician-Level Data (PLD)
Meta (FB/IG) and LinkedIn: Click PLD + Impression PLD delivered weekly at the NPI level.
Creative Concepts — Per Segment
Six proposed ad directions for the four-month flight — three per tier — with messaging keyed to each segment’s objective. Copy and proof points sourced from the RYONCIL CVA Dossier.
1
Tier 1 · Drive Utilization
Current prescribers at top-volume BMT centers · reinforce confidence, expand to harder-to-treat patients, normalize operational use
R
RYONCIL
Sponsored
Meta · LinkedIn
Pivotal Data · Day 28 ORR
70%
Overall response rate · n=38/54
Proven results in pediatric SR-aGvHD.
RYONCIL delivered a 70% ORR at Day 28 in pediatric patients with steroid-refractory aGvHD — including high-grade disease (70% Grade C, 76% Grade D).
See the Pivotal Data →
Tier 1 · BMT specialists
RYONCIL is indicated for pediatric SR-aGvHD patients 2 months of age and older. See Prescribing Information.
RYONCIL is indicated for pediatric SR-aGvHD patients 2 months of age and older. See Prescribing Information.
R
RYONCIL
Sponsored
Meta · LinkedIn
Subgroup Analysis
Consistent response across severity, organ, and age.
86% Skin only
67% Lower GI
71% Ages 0–12
67% Ages 13–17
Day 28 ORR rates were consistent across disease severity (Grade B–D), organ involvement, and age groups in the pivotal Phase 3 study.
Review Subgroup Data →
Tier 1 · Transplant Hematology
Subgroup results based on small samples; interpret with caution. See full Prescribing Information.
Subgroup results based on small samples; interpret with caution. See full Prescribing Information.
R
RYONCIL
Sponsored
Meta · LinkedIn
Dosing & Administration
Cryopreserved.
Off-the-shelf.
No HLA matching.
Off-the-shelf.
No HLA matching.
~1 hr prep · 5 hr infusion window
The first and only allogeneic MSC therapy for pediatric SR-aGvHD. Ready-to-use, twice-weekly infusions for four weeks. Weight-based kits for straightforward ordering.
Dosing & Ordering Info →
Tier 1 · Pharmacy & Care Team
RYONCIL contains DMSO and trace porcine/bovine proteins. See Prescribing Information.
RYONCIL contains DMSO and trace porcine/bovine proteins. See Prescribing Information.
2
Tier 2 · Activate New Accounts
FACT-accredited pediatric BMT centers and COG-affiliated programs not yet prescribing · clinical-education-led messaging
R
RYONCIL
Sponsored
Meta · LinkedIn
A First in Pediatric Care
The first and only FDA-approved SR-aGvHD treatment for patients under 12.
Indicated for ages 2 months & older
Before 2024, pediatric SR-aGvHD patients under 12 had no FDA-approved treatment option. RYONCIL changed that.
Learn About RYONCIL →
Tier 2 · Pediatric Oncology
RYONCIL is indicated for pediatric SR-aGvHD patients 2 months of age and older. See Prescribing Information.
RYONCIL is indicated for pediatric SR-aGvHD patients 2 months of age and older. See Prescribing Information.
R
RYONCIL
Sponsored
Meta · LinkedIn
The Unmet Need
~50%
of pediatric aGvHD patients become steroid refractory
Your patients deserve a proven path forward.
Across all ages, the prognosis of SR-aGvHD is poor, with mortality rates as high as ~70%. Respond to the challenge of first-line treatment failure.
Respond to SR-aGvHD →
Tier 2 · Pediatric Hematology
RYONCIL is indicated for pediatric SR-aGvHD patients 2 months of age and older. See Prescribing Information.
RYONCIL is indicated for pediatric SR-aGvHD patients 2 months of age and older. See Prescribing Information.
R
RYONCIL
Sponsored
Meta · LinkedIn
MyMesoblast Support
24–48 hr
From order to delivery at your center
Patient Services support at every step.
Dedicated Access Specialists support benefit verification, ordering, copay assistance, and outpatient logistics. Bring RYONCIL to your eligible patients.
Connect With MyMesoblast →
Tier 2 · Hospital Pharmacy & Access
Call 1-833-637-6007 (8am–8pm ET) or visit ryoncilhcp.com.
Call 1-833-637-6007 (8am–8pm ET) or visit ryoncilhcp.com.
Creative usage: These are concept directions developed by EQ5 from the RYONCIL CVA Dossier. Final approved creative, claims, and Important Safety Information will be supplied by Mesoblast and routed through MLR review. Pre-launch preview links provided to client for approval prior to flight start (6/22/2026).
Key Performance Indicators
What we measure and report against from week one.
Primary KPIs
Reported Weekly
Unique Reach Against Target List
Distinct NPIs from the Mesoblast target list reached at least once.
Engagement (CTR)
Click-through rate from the target-list-reached cohort.
Secondary KPI
Supporting
Identified Impressions
Total impressions delivered to NPI-identified target list members across the flight.
4 · Launch Process
Program Phase
Where we are right now in the kickoff-through-wrap journey.
Phase 1
Kickoff
May 2026
Phase 2
Onboarding
May–Jun
Phase 3
Creative & Approval
Jun
Phase 4
Launch
Jun 22
Phase 5
In-Flight
Jun–Oct
Phase 6
Wrap & Renew
Nov 2026
Launch Process — Mesoblast & EQ5 Workstreams
Two parallel tracks. Both must complete each phase before moving to the next.
| Phase | Mesoblast — Ryoncil | Equals 5 | Timing |
|---|---|---|---|
| 1 Contracting | Finalize contracting | Project approval (SOW, IO, PO) | Complete |
| 2 Access & Assets | Social pages access · Send target list(s) and creative to EQ5 | Send access details (FB Page access · website pixel) · Receive target list (7 business days before launch) | 2–3 days |
| 3 Ad Approvals | Review preview links · Approve ads | Receive / setup creative · Send preview links to approver · Adjust per feedback | TBD Pending Mesoblast legal approval process |
| 4 Launch & Reporting | Receive reporting | Launch / QA post launch · Email when first impressions served · Bi-weekly data transfer · Monthly summary | Ongoing |
EQ5 Process Detail
Every EQ5 step from project approval through monthly summary, with target turnaround.
| Step | EQ5 Activity | Detail | Turnaround |
|---|---|---|---|
| 1 | Project approval | SOW, IO, PO | Complete |
| 2 | EQ5 sends access details | Facebook Page access · Website Pixel | 2 days |
| 3 | Receive target list | Must be received 7 business days prior to campaign launch | 3 days |
| 4 | Receive / setup creative | Live preview links sent to approver | 3–4 days |
| 5 | Launch campaign & QA | Upon ad approval, push program live | 2 days |
| 6 | First-impressions notification | Email notification when impressions begin serving | 1 day |
| 7 | Data setup | Work with data team on bi-weekly transfer | — |
| 8 | Monthly summary | Aggregate results in Excel format by the 15th of each month | — |
| 9 | Target list updates | Recommended no more frequently than monthly | 2 days |
5 · Action Items
Kickoff Checklist — Owners by Side
Side-by-side breakdown of what each team owns before launch.
Mesoblast — Ryoncil Action Items
Ensure brand has a social page for each platform: Meta and LinkedIn
Provide Equals 5 with access to each social page (EQ5 provides instructions)
Provide / confirm target list + any segmentation
Hand off assets in correct specs + provide matrix
Install Equals 5 pixel for PLD data on click-through to landing page
UTMs (optional)
Whitelist Equals 5 ad accounts
Confirm social platform representative (if applicable)
Equals 5 Action Items
Provide instructions for social page access
Confirm social page access is received for all platforms
Provide pixel with instructions
Confirm pixel is firing accurately
Provide flighting strategy / recommendations
Provide preview link for approval
Deliver live screenshot of ad(s) post-launch
Open Items — Current Sprint
Live tracker of next steps with owner and target date.
| Item | Owner | Target | Status |
|---|---|---|---|
| Kickoff call Align on scope, team, deliverables, action items |
Emily Frye (EQ5) | May 14, 2026 | Scheduled |
| Confirm target list ETA Plus account tier segmentation (Tier 1 / Tier 2) |
Edith Philippe (Mesoblast) | Within 2 weeks of kickoff | Pending |
| Social page access (Meta + LinkedIn) | Mesoblast → EQ5 | Kickoff + 1 week | Pending |
| EQ5 pixel install on landing page | Mesoblast (web team) | Kickoff + 2 weeks | Pending |
| Creative assets handoff 1200×628 and 1080×1080 image specs + ad copy matrix |
Mesoblast | June 2026 | Queued |
| Target list submission & NPI match verification | Mesoblast → EQ5 | 7 business days before launch | Queued |
| Whitelist EQ5 ad accounts | Mesoblast | Pre-launch | Pending |
| Preview link review & ad approvals | Joint | 3–7 days pre-launch | Queued |
| Bi-weekly status meeting | Emily Frye (EQ5) | Set at kickoff | Queued |
| Billing setup Invoice recipient, CC list, billing address; Net 60 per SOW |
Mesoblast | Kickoff + 1 week | Pending |
6 · Creative Units
Ad Templates & Brand Guide
Live ad mock-ups for Facebook, Instagram, and LinkedIn · brand identity · asset specs · performance benchmarks.
Facebook
1200×628
Ryoncil®
Redefine what’s possible
Feed Ad · 1.91:1
Primary text up to 125 chars · Headline 40 chars · Link description 30 chars · Learn More CTA
Instagram
1080×1080
Ryoncil®
Redefine what’s possible
Feed Ad · 1:1 square
Caption up to 125 chars · Full-width Learn More tap bar · Same approved copy across Meta
LinkedIn
1200×627
Ryoncil®
First FDA-approved therapy
Sponsored Content · 1.91:1
Intro text up to 600 chars · Headline 70 chars · Promoted from company page · Learn More CTA
Full creative page includes: Ryoncil brand guide (colors, typography, approved messaging, ISI requirements) · Live ad mock-ups that click through to ryoncilhcp.com · Asset specs · Performance benchmarks · Approval workflow.
View full guide →
7 · Reporting & Data Delivery
Two-Tier Reporting Cadence
Weekly NPI-level data passback plus a monthly aggregated performance summary.
Delivery 1 · Weekly
NPI Data Passback
Physician-Level Data (PLD)
EQ5 standard format includes:
- NPI Number
- Physician Name
- Ad Impressions by NPI
- Engagements (Clicks by NPI)
Cadence: Weekly. Transfer: email, SFTP, or S3 (TBD at kickoff). Default filename: EQ5_Mesoblast_Ryoncil_DDMMYYYY.
Delivery 2 · Monthly
Aggregate Summary
Monthly Excel Performance Report
Delivered by the 15th of each month. Includes:
- Click vs. unique click delivery
- List match vs. campaign reach
- Impressions · CTR % · Ad frequency
- Top-performing ads
- Definition of terms · Additional insights
Custom PLD — Available Fields
If Mesoblast has data specs (FEA/FIA, product IDs, etc.), EQ5 can map to a custom file format. Below is the standard menu of supported columns.
| Column | Example | Available |
|---|---|---|
| NPI | XXXXXX | Yes |
| Specialty | Transplant Hematology | Yes |
| First Name · Last Name | John Smith | Yes |
| City · State · Zip | Brooklyn, NY 11211 | Yes |
| Customer Category | Pharmacy Director | Yes |
| Alternate ID Type · Number | Pharmacist ID · ######## | Client-provided |
| Date / Time Exposed | YYYY-MM-DD · Local time | Yes |
| Device | Desktop / Mobile / Tablet | Yes |
| Creative Placement · ID · Name | Size_Creative_Name_Here | Yes |
| Webpage URL | Top-level domain (e.g. facebook.com) | Yes |
| Activity Type · Action Taken | Click / Engagement | Yes |
| Campaign · Vendor | Disease awareness · Equals5 | Yes |
| DMA / MSA | DMA name | Yes (DMA) |
| Clicks · Impressions | (integer) | Yes |
EQ5 Engagement Scoring — Every HCP Scored From Day 1
Beyond raw clicks and impressions, EQ5 layers an engagement score across the target list to identify Hot Leads and MSL-ready prescribers for field activation.
Tier 1
Cold
0–9 pts
Tier 2
Aware
10–19 pts
Tier 3
Warm
20–49 pts
Tier 4
Hot Lead
50+ pts
Tier 5
MSL Ready
Field activation
8 · Setup & Tracking
EQ5 Pixel for NPI Identification
Two-step tracking install so every landing-page click is reported back at the NPI level.
Landing Page Being Pixeled
ryoncilhcp.com ↗
HCP Brand Site
EQ5 Signals Pixel installs on this page. Every NPI-matched click visit is reported back at the physician level.
1
Landing Page Pixel
Client installs the EQ5 Signals Pixel on the Ryoncil landing page for 1:1 NPI reporting on click visits. EQ5 reviews and confirms the pixel is firing accurately before launch.
2
Google Analytics — Read & Analyze (Optional)
Allows EQ5 to analyze traffic sources and optimize performance. EQ5 can filter which data appears in the report, but cannot change or create any settings. Share access with: shared@equals5.com
Example Creative — Meta Feed Ad
How a Ryoncil ad with UTM-tagged links appears in production. Mockup — final creative subject to med/legal/reg approval.
R
Ryoncil HCP
Sponsored · 🌐
The first FDA-approved cell therapy for pediatric SR-aGvHD. See how Ryoncil® can help your patients.
For HCPs
Ryoncil® (remestemcel-L)
Redefine what’s
possible
possible
FDA-approved for pediatric SR-aGvHD · Patients 2 months and older
RYONCILHCP.COM
First FDA-approved SR-aGvHD therapy
For pediatric patients 2 months of age and older
👍 Like
💬 Comment
⤴ Share
Ad Anatomy
- Page identity — Ryoncil HCP page name · "Sponsored" label
- Primary text — up to 125 chars before truncation
- Creative — 1200×628 (FB) · 1080×1080 (IG)
- Link block — URL, headline (~40 chars), description (~30)
- CTA — Learn More (drives to UTM-tagged landing page)
Click destination — with UTMs
https://www.ryoncilhcp.com/?utm_source=meta&utm_medium=cpc&utm_campaign=eq5-1260&utm_content=awareness-1
UTMs (Optional)
Track traffic sources by appending UTM parameters to ad links.
Available parameters — values can be amended:
utm_sourceutm_medium(e.g. cpc, social, paid, equals5, eq5)utm_campaignutm_content(e.g. ad1, branded-ad-2)utm_term
Example:
https://equals5.com/?utm_source=meta&utm_medium=cpc&utm_campaign=a6793a55&utm_term=76024
https://equals5.com/?utm_source=meta&utm_medium=cpc&utm_campaign=a6793a55&utm_term=76024
Asset Handoff
Specs and process for handing off creative to EQ5.
EQ5 needs ad copy placed within a matrix. This can be the EQ5 template or any other matrix format.
Required Image Sizes
1200 × 628 · 1080 × 1080
For maximum performance and to limit ad fatigue, each ad requires 1 unique image per month. For a 3-month flight, that’s 3 images per ad. Text copy: ~123-char limit; aim for 2–4 sentences.
Preview Links & Approval Flow
Approval sequence once assets are handed to EQ5.
1
EQ5 provides preview links of all ads for approval.
2
Agency reviews / hands off to client for approval.
3
EQ5 launches ads once approval is received · adjusts per any feedback.
Billing & Invoicing
EQ5 will invoice per actuals delivered.
Provide EQ5 with:
- Invoice recipient (primary email)
- Any additional emails to CC
- Billing address
Payment terms: Net 60 per SOW
Meeting & Decision Log
Working History
Every working session and key decision lives here.
| Date | Meeting | Outcome / Decision |
|---|---|---|
| Feb 23, 2026 | Mesoblast × Equals 5 — Intro | Aligned on rare disease HCP targeting model; introduced Personi 5™ datagraph and the ~200-HCP universe approach. |
| Feb 26, 2026 | Ryoncil Follow-Up | Reviewed pilot proposal; aligned on Meta + LinkedIn HCP program. |
| Mar 18–19, 2026 | Vendor & Partner Onboarding | New Business Partner and Vendor forms processed; EQ5 set up in Mesoblast vendor system. |
| May 6, 2026 | Contract Finalized | 4-month flight Jun 22 – Oct 31, 2026 across Meta and LinkedIn. |
| May 14, 2026 | Campaign Kickoff Call | Aligned on scope, team, deliverables, launch process, action items, reporting, and setup. Ad approval timing TBD pending Mesoblast legal review process. |