Highly Commended
Back to the brand basics: Consolidating Concerta XL’s leadership position in ADHD
Summary of work
Attention Deficit Hyperactivity Disorder (ADHD) is the most common behavioural condition in the UK and its symptoms manifest themselves throughout the day. Janssen’s Concerta® XL has led the market in ADHD treatment for ten years, offering a long-acting formulation that controls symptoms beyond the school/work day and into important family and social time. However, Concerta XL was under threat. Core messages had become lost in the wealth of long-accumulated supporting data, while competitors were snapping at the brand’s heels and attacking its USP. Working in collaboration, the brand team achieved outcomes that would put a much younger brand to shame. The enormous sales aid was slashed by half to let the core story shine through and a new structure enabled bespoke dialogue rather than the linear conversations of the preceding decade. Threats from competitors were beautifully managed by empowering patients and clinicians to see the real-life benefits of Concerta XL vs. shorter-acting formulations. Despite the challenges, prescribing was maintained, sales aid usage sky-rocketed higher than all other Janssen brands and, most importantly, clinicians and patients were re-engaged with Concerta XL. Innovation and faultless implementation meant that all this was achieved within the understandable budget constraints that mature brands endure.
Judges’ comments
This is a very good example of a multichannel campaign with differentiated tactics targeted to multiple audiences - both customer and patient. The messaging was well thought out and visually compelling to key stakeholders and patients. The app they developed is innovative and has had an impact on patients’ lives and behaviours.
