Excellence in Managing Mature Brands

Summary of work

In June 2011 the growth rate for Azilect started to decline. Parkinson’s disease (PD) Specialists were occasionally prescribing Azilect but it was not their drug of choice and the majority did not expect to increase their prescribing. A mature brand required revitalising, although a national didactic approach was not optimal because territory market share varied significantly.

By May 2012:

• A new bespoke segmentation and targeting strategy had been implemented that enabled PD key account managers to target customers with the highest number of dynamic opportunities, then increase Azilect’s prescribing opportunities by sequentially positioning Azilect in patient segments with the best balance of dynamic opportunities and Azilect differentiation
• The Dopamine campaign was launched in July 2012. It provided a single-minded compelling reason to initiate Azilect in all its licensed indications and used case studies to enable the sales force to sequentially position Azilect in multiple patient segments
• A new Message Directory interlinked the new branding of Azilect to a set of core communication drivers that ensured the new campaign was integrated across the entire promotional mix.
• This strategic approach has resulted in Azilect reversing the decline in absolute sales growth and has significantly increased its share of adjunct opportunities.

Judges comments

This was a very well thought through campaign with effective segmentation and targeting that lead to good outcomes and addressed issues in line with the overall brand strategy.