The FDA code for this asset is M-US-00012189(v1.0).

A 2018 study published in PLOS One reported that 51% of patients fail to recall recommendations and important treatment information made by their physicians. HEMLIBRA, a first of its kind medication for a rare bleeding disorder, wanted to improve education about their product for people with hemophilia A that worked differently than any other hemophilia medication.

The digital version of the original execution, exactly as it ran, is a piece of audio (a song). However, per the media upload requirements, we shared a digital copy of the lyrics as a JPG. The audio file is in the digital supporting content.

Introducing Zero: the world’s first musical medication guide, available on Spotify. We transformed all the information that would typically go into an educational piece, into verse (including our clinical trial data), and composed the first-ever branded pharmaceutical song.

We identified every key piece of data that we wanted our audience to learn and remember—every important clinical trial endpoint, piece of safety information, brand benefit, and government requirement for a heavily regulated boxed warning product. Then, we worked all of these into song lyrics.

We found the perfect artist to collaborate with––a member of the hemophilia community who knows first-hand what it’s like to be treated with HEMLIBRA. Tamar brought honest emotion into the track, ensuring it was made by and for the hemophilia community.

In early 2023, we released the song on Spotify with no video, no visuals, and no on-screen disclaimers, just pure audio.

This project was created by a US biopharmaceutical company for a prescription medication. It was subject to review by internal medical/legal/regulatory teams at Genentech as well as the FDA.

This project was created by a US biopharmaceutical company for a prescription medication. It was subject to review by internal medical/legal/regulatory teams at Genentech as well as the FDA.

The audience was people living with hemophilia A, a rare bleeding disorder. We needed to educate them on HEMLIBRA, a first of its kind medication. While patients may hear about HEMLIBRA from their doctors, studies show that the majority fail to recall recommendations and important treatment information their physicians' give.