Genentech demonstrates how pharma brands can reach younger patient communities with esports

Genentech, the pharma company, successfully used esports to connect with teenagers and young adults in the US with hemophilia, a rare disorder that reduces the ability of blood to clot.

This article is part of the May 2021 Spotlight US series, "How the pandemic has changed US healthcare marketing." Read more

Genentech is a biotechnology company on the forefront of treating people with hemophilia, a medical condition that significantly reduces the ability of blood to clot, through its Hemlibra brand of prescription medicine.

Approximately 20,000 people in the US, skewed heavily towards men, live with this rare bleeding disorder. And Petra Szatmari, marketing director for Genentech’s hemophilia team, explained that while the firm has been able to connect with much of this patient community, there was...

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