Brand journalism positions biotech leader

CSL Behring’s new site, Vita, offers newsy pieces that help those with rare diseases feel less isolated. It’s also a winner with advocate groups, employees and the health care industry.

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You think you’re getting strong with those visits to the gym? Get a load of Karen Skalvoll.

The Norwegian woman suffers from alpha-1 antitrypsin deficiency, a rare disease that makes breathing feel like sucking in air through a coffee stirrer, CSL Behring—a biotechnology company—reports in its brand journalism site Vita.

Yet Skalvoll aims to be the first person using oxygen therapy to pull a MiG-15 and an F-104 Starfighter down a runway by herself. Oh, and your basic MiG-15 weighs 3.5 tons, a Starfighter seven tons.

Skalvoll’s goal, she says, is to show “that life with serious lung disease can be a good life.”

Launched early this year, Vita helps position CSL Behring as a leader in the treatment of rare diseases, a central business focus for the Pennsylvania-based company, says Anthony Farina, chief communications officer and vice president of corporate affairs.

Vita enables CSL Behring to reach and engage with an often isolated audience, as well as patient advocacy groups, employees, financial analysts, reporters and health care experts.

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