For certain HIV patients, ViiV Healthcare’s new Rukobia is potentially game-changing, lowering viral loads to zero. Focusing on the unmet needs of a subpopulation slipping through the cracks, it positions Rukobia as a highly needed option. Social media efforts on Twitter and LinkedIn target payers, driving them to unbranded whitepapers that help humanize this fragile patient population. Within a year, 90% of payers cover Rukobia, well ahead of expectations.