Drug Makers Use Fun to Woo Hemophiliac Kids

To reach the small, but lucrative hemophilia market, some drug makers have tried an unusual and high-intensity promotional strategy — building lifetime relationships.

Companies start early by giving children toys and comic books. One sponsored summer camps and another offered grants for music and sports classes. Teens have been awarded college scholarships. Young adults and parents were offered jobs to advise families about treatment. In some cases, sales reps have been assigned to individual patients to ensure long-standing use of specific medicines.