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This course explores how a biotech company created an Esports tournament for people with hemophilia to engage hard-to-reach consumers. The learning outcomes include understanding the impact of non-traditional marketing strategies in healthcare and learning how to reach specific patient groups effectively. The course teaches skills such as creating radical brand experiences, organizing Esports tournaments, and implementing innovative marketing campaigns. The teaching method involves presenting a case study of Genentech's journey and discussing the strategies and outcomes of the program. The intended audience includes marketing professionals, healthcare professionals, and individuals interested in innovative approaches to patient engagement.
