BioMarin has launched a three-episode video podcast series called “Why Do I Pheel This Way?” aimed at teens living with phenylketonuria, known as PKU.
The campaign centres on real conversations about the daily realities of growing up with this rare metabolic condition, giving young patients a platform to share their experiences openly.
Co-hosts Londyn, age 15, and Connor, age 20, lead discussions that blend personal insight, fun segments, and expert interviews throughout the series.
PKU is a rare metabolic condition in which a buildup of phenylalanine can cause brain fog, fatigue, mood changes, anxiety, and difficulty focusing, making adolescence particularly difficult.
The first episode examines how managing PKU begins early in the day and extends well beyond meal planning, supplements, and school schedules, with daily decisions affecting energy, focus, and mood.
Connor and Londyn explore in the second episode how maintaining a social life with PKU requires constant planning, including explaining dietary needs to friends and leaning on supportive people to feel less isolated.
The third episode turns to athletics, exploring how staying active and feeling connected to a team matters deeply to many teens, while PKU presents challenges that others around them may not see or understand.
In each episode, Dr. Mina Nguyen-Driver joins Connor and Londyn for a recurring segment called “3 Phe Questions,” offering a medical perspective alongside the personal stories.
The campaign is designed to reach young people across multiple platforms, with content distributed on LinkedIn, Instagram, Facebook, and a dedicated “Why Do I Pheel This Way” TikTok channel.
BioMarin’s approach reflects a broader industry shift toward patient-centred marketing that prioritises authentic voices over traditional pharmaceutical advertising formats.
By placing teenagers at the centre of the campaign, BioMarin hopes to reduce the isolation that often accompanies rare disease diagnoses and to help young patients find meaningful connections with others sharing similar experiences.