Highly commended
UK Launch of LIVTENCITY
Summary of work
Takeda’s launch of a medicine for treatment of refractory cytomegalovirus (CMV) infection post-transplantation was an important moment – not only was this a new therapy for refractory CMV infection, but it encompassed a new therapeutic area and new group of customers for Takeda. Following identification of target customers (building a list from the ground up), the launch needed to deliver targeted and timely messages succinctly to healthcare professionals (HCPs), to ultimately ensure patients could benefit. This was delivered via insight- and data-led promotional materials across a range of relevant channels to optimise the customer journey, including an eDetail, print and digital materials and an interactive discussion tool to help customers identify appropriate patients. In-person and online meetings introduced the product to a new heterogenous clinical group, and HCPs had the opportunity to network with colleagues both in-person and remotely. Event customer experience scores topped 95%, and, vitally, attendees reported improved confidence in treating refractory CMV infection. In a Best-in-Customer Class survey, customers ranked Takeda as ‘best in class’ across all goals in the CMV post-transplant space, in only the first year operating in this therapy area with a brand-new customer group, boosting confidence of key account managers in the field.
Judges’ comments
‘UK Launch of LIVTENCITY’ used different sources to gather context and prepare, showing a good planning process. The underlying need was clearly demonstrated and the objectives set out well and linked through the entry. It was a well organised, step-wise programme.
