Winner
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
“Takeda and Precision AQ have produced a well-formulated and impressive campaign that sought to change clinical practice patterns. The team demonstrated a deep understanding of the unmet need, produced a comprehensive market analysis and an excellent breadth of SMART objectives. The judges were impressed by the movement of healthcare professionals across the adoption ladder and could clearly see that the campaign achieved its highly ambitious goals and ultimately set Livtencity up for long-term success.”
