Winner
The Fidaxomcin Story: Implementing Insights to Rejuvenate Brand Growth
Summary of work
Fidaxomicin is a narrow spectrum antibiotic indicated for Clostridioides difficile infections (CDI). Following acquisition in 2021, we grew the brand by 50% over the prior year. Our challenge for 2022 was to become a £10 million brand, an achievement reached in mid-December 2022.
We did this through initially gaining deeper insight into brand opportunity through advisory boards which helped shape the strategy and understand the needs of the patients and healthcare professionals (HCPs).
Brand activity was guided through these insights and included delivering; a new ad board aligned campaign delivered by an expanded KAM team, a NICE guideline online webinar, partnership with Public Health Wales to deliver CDI Awareness Day, an online CDI Awareness campaign, a Budget Impact Model, an online Medical Education platform (IDEAL), and utilisation of peer-to-peer influence through meetings and symposia.
A key insight was that severity of CDI and risk of recurrence goes unrecognised and cost of fidaxomicin is a challenge. Through reframing fidaxomicin messaging and driving brand activity the ambition of £10 million was achieved. From this patient benefits were directly observed, with improvements on four core patient healthcare metrics including reductions in the number of CDI related:
- Recurrences
- Hospitalisations
- Bed days
- Deaths
Judges’ comments
This entry from Tillotts Pharma UK is refreshing and shows commerciality and excellent marketing. The judges could see that the patients were at the heart of this project through the team’s evident efforts to provide a product to those who need it most. Overall, the team created a successful programme with a strong aim, which was tracked carefully and achieved.
