New Drug to Treat Fatty Liver Disease Gets National Attention

Madrigal Pharmaceuticals received FDA approval in April 2024 for Rezdiffra, the first and only medication shown to reverse liver scarring caused by MASH—a condition impacting 1 in 3 Americans. Yet, despite the magnitude of the breakthrough, there was no consumer media coverage. When Dorie surveyed the landscape, she saw a surprising gap: a life-changing drug with enormous public-health implications had never been introduced to the public.

The Pitchable Story Framework

• The WOW: The first drug that reverses liver scarring. A scientific and medical milestone.
• The WHY: One in three Americans is living with MASH, most without knowing it. Families deserve to understand the danger—and the hope.
• The NOW: FDA approval is fresh, the story is untold, and early patients are experiencing transformational results.

Strategy and Execution

Positioned Madrigal as a leader in one of the fastest-rising health crises in America, leading to significant media coverage.

Media Results

• ABC’s Good Morning America greenly a national segment on fatty liver disease and the approval of Rezdiffra
• WPIX-11 (NYC) aired a compelling medical feature anchored by Shirley Chan
• CBS Newspath distributed the story to 155 CBS stations nationwide, making it one of the most downloaded medical stories of the year
• This campaign demonstrated the power of expert storytelling, deep newsroom insight, and unwavering persistence—turning a scientific milestone into a national public-health conversation.