Finalist
The Veltassa Challenge: Mechanism Unlocked
Summary of work
Hyperkalemia is a serious condition often linked to chronic kidney disease, heart failure, and diabetes. Veltassa, a next-generation potassium binder with a unique calcium-based ion exchange mechanism, offers a clinically valuable alternative to sodium-based treatments. Yet despite its efficacy, Veltassa struggled to stand out in a market dominated by a louder, better-funded competitor.To unlock growth, we conducted in-depth qualitative and quantitative research with nephrologists, revealing a critical insight: while Veltassa was recognised, its scientific differentiation wasn’t understood. The calcium-based mechanism, key to avoiding sodium-related risks, was seen as theoretical rather than urgent.This insight drove a strategic pivot. We avoided direct comparisons and instead created a bold, educational experience at ERA 2025, designed to reframe Veltassa’s value. Through a phased approach, including insight gathering, strategic reframing, creative development, and an interactive booth experience, we successfully repositioned Veltassa.The success was evident: booth footfall rose more than a quarter, 4 out of 5 nephrologists at ERA recalled that Veltassa is a calcium-ion exchange binder, and qualitative feedback confirmed that HCPs were actively re-evaluating Veltassa’s role in patient care. The campaign didn’t just drive engagement, it changed minds, proving that when science is made memorable, it becomes meaningful.
Judges’ comments
“The Veltassa Challenge” campaign had good insight generation and a strategic pivot. It was good to see a team zooming in on a point to refresh a brand. The context was clear with a signposted rationale for a strong approach.
