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Excellence in Managing Mature Brands

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Finalist

In it for the long haul: A marketing strategy that grows with the brand

by Teva UK Limited and Lundbeck Limited with support from Bamboo Medical Communications


Summary of work

Azilect launched in 2005 into a busy but static market. By 2008, Teva UK Limited and Lundbeck Ltd needed to position themselves and their product as long-term partners in Parkinson’s disease (PD). This partnership would prove vital as the brand evolved, maximising sales each year as it neared patent expiry. An annual meeting with associated activities was central to this strategy. It provided a platform to continually engage with customers, improve practice and communicate key messages.

By 2012, market share had plateaued; marketing budgets, representative activity and share of voice had reduced. The situation needed to be turned around. The meeting had become a respected brand in PD. The sponsors wanted HCPs to treat early, treat non-motor symptoms and motor symptoms and consider quality of life. This change would provide the optimum environment to position Azilect and improve patient outcomes for the longevity.

The success of the meeting was evident. It was oversubscribed by 121 per cent. 100 per cent of delegates stated it helped them meet their educational goals. 98 per cent stated it would improve their clinical practice. Market change was quantified by sales growth of 27.9 per cent. Market share increased by 2.5 per cent. Sales force activity increased and share of voice overtook the nearest competitor to become number one.

Judges comments

The team established positive perceptions among stakeholders through innovative use of partnerships with not-for-profit organisations. This national meeting had strong content and was linked clearly to pre- and post-event activities that added value across the board.



Highly commended


Finalists

Revitalising the Sales Growth for Azilect - by Lundbeck UK Limited and Teva UK Limited

In it for the long haul: A marketing strategy that grows with the brand - by Teva UK Limited and Lundbeck Limited with support from Bamboo Medical Communications