Winner
Choices They Deserve: Maintaining Options in Rare Haematology
Summary of work
Immune thrombocytopenia (ITP) is a rare autoimmune condition, with low platelet count leaving patients at risk of fatigue, anxiety and potentially fatal bleeding. Against a backdrop of limited treatment options for patients who are refractory to other treatments, Amgen brought the first thrombopoietin receptor agonist (TPO-RA) to the market in 2009. By 2022 the entry of a third TPO-RA to the market meant Amgen faced its toughest challenge yet. While many companies might have deprioritised promotional activities fifteen years after approval, in 2024 Amgen chose instead to embrace an opportunity. HCP insights highlighted a space where their medicine still offered differentiated value for patients and HCPs. Cross-functional teams were deployed to optimize opportunities and were equipped with a new approach for meaningful conversations, with a bold, Generative AI-assisted creative campaign amplifying the message that physician/patient Shared Decision Making (SDM) is critical. The result was reported belief and behaviour change among HCPs, renewed clinical confidence in our medicine, and performance that exceeded expectations; proof that a mature brand can reinvent itself and continue delivering value to both patients and HCPs.
Judges’ comments
This entry from Amgen and Lucid Group protected the brand really well. It mobilised the organisation exceptionally and was a win/win for patients and Amgen. They brought life back into the product, went deep and understood the issue and there was a genuine change to the brand narrative.
