How Hemab built a new playbook for biotech storytelling with Untold

"Everything we do is personal. We wanted to show the Hemab passion and to share that we bring heart and deep expertise to the biotech journey — and Untold helped us do that." – Benny Sorensen, CEO of Hemab

Challenge

In May last year, Ruthvik - Director of Medical Affairs at Hemab - reached out to us with an interesting email:

His message resonated, because we felt this frustration ourselves. Most biotech companies only used LinkedIn to post generic conference announcements and health awareness posts - speaking past the patients they were trying to serve.

Hemab was different. They were creating therapies for neglected blood clotting disorders. These were conditions so overlooked that many patients had given up hope of being understood, let alone treated. Hemab's CEO, Benny, carried their stories with him. He'd sit with patients for hours, listening to how isolating it felt when doctors dismissed symptoms they couldn't immediately categorize.

As a team, they wanted to run a marketing experiment for Hemab that emphasized this. Their goals were:

• For patients of overlooked blood clotting diseases and their families to finally feel seen and heard
• To bring potential clinical trial participants and hires into the Hemab story - not just informed of it
• For Benny to become a public voice for a more approachable, less sterile version of what biotech leadership could look like

Benny had decades of experience, real empathy, and a magnetic presence. We knew if we could bring that energy out at scale, it would unlock a new kind of marketing - one that didn’t feel like marketing at all.

Solution

Our approach was simple — let Benny speak. So we built a lightweight storytelling system around Benny’s voice:

• We interviewed Benny regularly. We worked closely with Ruthvik to come up with detailed interview prompts tailored to each therapy, patient community, and moment in Hemab’s journey
• We leaned into video. Benny was electric on camera, and the content didn’t need dressing up.
• We stayed close to the mission: every piece of content was in service of helping someone feel less alone, more hopeful, or more connected

We scheduled these posts to go out 2-3x a week from Benny's LinkedIn. The response was instant - and unlike anything we’d seen in biotech content.

Results

Within weeks of posting, the feedback from the biotech community was overwhelmingly positive.

• Benny’s videos were being referenced by clinical trial patients and repeated back to him in interviews by future hires
• Benny was getting public endorsements, like this one from Angelos

• Reputable therapeutics founders started reaching out to Benny, asking where the videos were coming from

Months after our first post, Ruthvik sent a note that brought the story full circle:

Our first chat last year was about shifting the overton window in biotech. After seeing this endorsement that goal is accomplished. In fact, some future hires were reciting Benny’s lines back to him during interviews. So I wanted to thank you for supporting us and doing this experiment with us.

Benny has continued posting video clips after the experiment. Meanwhile, we're taking our collaboration with Hemab deeper. We're currently working to reimagine their clinical trial presentations, replacing traditional, jargon-heavy slides with human-centric slides that honor participants as collaborators rather than subjects.

More to come on this soon!