MPO777 Main Game Online x Ben Hewett

Brief

Diagnosed at birth, phenylketonuria, or PKU, is a lifelong enzymatic deficiency that can lead to cognitive impairment if untreated. The traditional standard of care involved a protein-free diet, which most patients could not follow. Perception of PKU as simply a diet condition had become the norm, and patients were not engaging with their doctors or each other. BioMarin wanted a better way to reach patients, get them on treatment, and raise awareness of its therapy, KUVAN.

Details

Campaign identity
Unbranded patient website
Unbranded HCP website
Social media campaign
Email campaign
Design system
Built on Drupal

Role

Digital strategy
Content strategy
UX and creative direction

Approach

BioMarin was fighting misperceptions about PKU, not just among patients, but even among some doctors. The campaign aimed to galvanize the patient and caregiver audiences through community building both on and offline, all while encouraging more active discussions with their care teams.

BioMarin Unbranded Patient Digital Campaign

A disease education campaign for patients and their doctors re-framed the condition as a brain disease that manifests through confusion, brain fog, irritability, and other cognitive impairments. The social and digital campaign “PKU & Me” featured PKU patients and their caregivers, tools, Facebook live events, demand generation functionality, dietary tips, and community building.

Building on social’s content strategy and design language, the patient website was also an essential destination for patients. It offered educational content segmented by age, a symptom checker, and a clinic locator to help raise awareness, particularly for patients who had fallen off therapy. Most significantly, the website helped drive live events where patients could connect for support and education.

PKUBrain was the clinical side of the initiative, targeting clinicians to raise awareness of PKU’s underlying causes and symptoms. Called “Brain, Phe, Impact,” the campaign emphasized that PKU is a brain disease and instilled a sense of urgency around correctly diagnosing patients and getting them on to therapy.

Clinicians who opted in for the RM program received emails highlighting clinical papers and KOL presentations, further enriching their education and brand awareness of KUVAN for prescribing to their patients.

Results

Within six months post-rollout, website visitors increased by 24%, with over 7k social media followers on Facebook alone. PKU.com and PKUBrain.com have become the go-to destinations for patients currently in care, those returning as adults, and their care teams. The campaign initiative has created a social media ecosystem of content, live events, and activations that drove brand goals, connected patients, and encouraged long-term PKU care.

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MPO777 MAIN GAME ONLINE

MPO777 MAIN GAME ONLINE — BioMarin

Changing the perception of a rare disease

Brief

Approach

Results