Tokking Their Language
Award: Wood Pencil
Wood Pencil / Pharma / Digital / 2024
Award: Shortlist
Shortlist / Pharma / Direct
Gen Z spends an average of 3 seconds looking at a healthcare product’s website—not a lot of time to learn about something that could change their life. So HEMLIBRA, a treatment for hemophilia A, decided to redirect their audience to a different platform to learn about their product: TikTok. We took important information on our website and recreated it in a style (and language) they love. Why read about dosing options when you can watch an 80’s disco performer sing it to you? By creating engaging videos, we slipped into their feeds in a way no healthcare product has before.
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