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      Sponsored by Haymarket Medical Network
      




      Gold
      




      Genentech and 21Grams  
      Tokking Their Language
      




      The team behind Hemlibra, a medication for those with hemophilia A, started with the insight that attracting Gen Z men to its website was a losing battle. This demographic typically spends three seconds or fewer on a healthcare website. Instead, it made it possible for viewers to binge its product information, translating the content into scores of goofy TikTok videos.
      




      The judges loved how these videos mined TikTok for all its absurd joy — the dances, the drowsy puppies, the zombie takeovers and the mini-sitcoms. This effort works so well because humor informs every aspect of it, recognizing that its target audience spends an average of nine hours a week on TikTok because they want to laugh.
      




      Establishing a robust organic brand presence required a high frequency of video posts, which meant shooting and producing more than 15 videos monthly, necessitating a constant stream of writing, producing, editing and legal/regulatory approval. There was no model to execute an organic social presence for a boxed warning product, so it built its own.
      




      Since launching the TikTok channel in April 2023, the initiative has delivered over 500 video assets in just eight months. The channel tallied nearly 100 million views and reached more than 81 million people — incredible penetration given that only about 20,000 people in the U.S. have hemophilia A. 
      




      That translates to more than 20,258 minutes of content watched — and more than every Grey’s Anatomy season combined. Importantly, by leaving comments open, the company has engaged with its audience directly, hearing firsthand what they love (or hate) about the content. The judges praised this effort as “original, bold and brave.”
      




      




      Silver
      




      Mirum and Rise & Run
      Table Talks
      




      Livmarli, the first drug for Alagille syndrome, has great potential due to its accessibility and quick results. This campaign humanized cholestatic liver disease and did so in ways the judges called “authentic, well done, natural and refreshing.” The star is 8-year-old Téa, who interviews her beloved doctor while serving him imaginary tea. The long-form video, shared on social media, has drawn lots of laughs and tears, spreading knowledge about the complexities of this difficult condition.
      




      Click here to view 2024 MM+M Award Winners.