HEMGENIX DTP Campaign “A New World” (CSL Behring and AbelsonTaylor)
Hemophilia B is a rare, genetic bleeding disorder caused by a mutation in the F9 gene resulting in a deficiency of clotting factor IX. Patients and caregivers have learned to live with the burdens of the disease, which include spontaneous bleeds, pain, joint damage, regular factor IX infusions, and lifestyle limitations. HEMGENIX® (etranacogene dezaparvovec-drlb), the first and only gene therapy for hemophilia B, delivers a working F9 gene to the liver
The HEMGENIX “Step into a New World” campaign was created to instill not only confidence, but also to inspire patients to make a change in their routine. The impact of HEMGENIX opens up new opportunities in life to explore, signified by a climbing DNA strand towards a new world of possibilities. The addition of friends or family members to the tableau showcases the benefits. With HEMGENIX, hemophilia B treatment has been elevated to reveal a completely new world.
Within three months of the campaign going live, the small community of targeted patients (~6,000) were indicating strong interest and intent across promotional activities. The first two patient webinars had 127+ attendees and there were over 160 scans of QR codes on patient materials to learn more about HEMGENIX.
