Highly Commended
Octasa 1g Suppositories: Developed to Improve Patient Acceptance
Summary of work
When Tillotts Pharma UK (TPUK) launched Octasa suppositories in April 2021, improving patient acceptance and adherence was a key objective, as many patients are reluctant to try mesalazine suppositories.
TPUK has developed a range of patient support materials to help improve patient acceptance of mesalazine suppositories and overcome any potential reluctance. The patient material has helped to improve the quality of HCP interactions with patients who are starting mesalazine suppositories.
As Octasa suppositories were launched during the COVID-19 pandemic, TPUK held a series of nine hybrid launch events for inflammatory bowel disease (IBD) nurses. The launch events were small physical events that utilised digital capabilities to link the events simultaneously. The hybrid launch events included a presentation by an IBD Clinical Psychologist who discussed the psychological aspects of using rectal therapies and tips to increase patients’ acceptance. This was followed by a live-streamed Q&A, with questions submitted virtually from all locations.
Judges’ comments
This simple product launch from Tillotts Pharma was executed very well, with measurable objectives. It took a rigorous approach and had thorough market research enabling understanding of barriers to adoption. The follow-through from insight to strategy to execution and outcomes was impressive. There was a clear need and demand for this product.
