Page 64 - Binder2

When your world has been shrunk by disease, and a
commercial promises liberation, you listen. You hope. You
buy in. But when the drug fails—when the promised hike
or family dinner or first vacation in years is canceled
because the body no longer responds—the betrayal is
deeper than pharmacology. It’s emotional. It’s existential.

This is the unspoken side effect of biologic marketing: not
just inflated expectations, but a culture of optimism that
leaves no room for immune rejection. The moment a
drug stops working, the narrative collapses. The next
biologic is offered, the next story begins—but the
cumulative trust erodes, one failed promise at a time.

And because tolerization isn’t part of the message, it’s not
part of the patient’s understanding. They are told the
disease is progressing. That it’s time to “try something
else.” But they are rarely told what really happened: that
their immune system mounted a response to the very drug
they were told would change their life.

The result is a gap—not just between patient and
prescriber, but between expectation and reality.
A gap that will only close when we stop selling biologics as
miracles, and start talking about them as long-term
partnerships with the immune system.

Only then can we rebuild the trust that glossy ads alone
can’t sustain.

62