Finalist
VOTRIENT: Lighting the way forward
Summary of work
Votrient is the first agent to establish confidence in the treatment of second-line advanced soft tissue sarcoma (aSTS), by demonstrating significant improvement in efficacy across multiple subtypes.
Soft tissue sarcomas are a rare, niche, heterogeneous tumour type with over 50 different subtypes and GSK’s communication campaign captured the essence of this. In an area that is difficult to conduct clinical trials, innovation in study design led to delivering quality Level One evidence, which resonated with the target audience and articulated the key benefits.
GSK worked closely with internal and external stakeholders to deliver a truly comprehensive global campaign with buy-in from all major local operating companies, which communicated the benefits of Votrient in this area of high unmet medical need. The launch campaign success exceeded expectations, with all key objectives being met:
- Actual sales significantly above plan
- Barriers to physician and patient access minimised through a detailed payer strategy, resulting in a high number of reimbursed markets at launch
- Consistent implementation of the global strategy and campaign across markets including the US, in GSK’s first truly global campaign.
Judges’ comments
This was an innovative, global launch campaign that was solidly executed. It demonstrated good customer insight, positioning, impactful payer strategy and delivered measurable outcomes, overachieving on objectives.
