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The Saatchi & Saatchi Award for Launch Excellence

Sponsored by

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Finalist

Zytiga

by Janssen with support from Havas Lynx


Summary of work

In the UK, prostate cancer is the most common type of cancer in men and is associated with high mortality. Yet unfortunately there are significant unmet needs as healthcare professionals have limited treatment options that prolong life and delay disease progression.

Zytiga presented a huge opportunity to introduce a novel mode of action to the market and positively impact the treatment paradigm of this devastating disease. In an area where options are few and outcomes are bleak, Zytiga offered renewed hope to both treating physicians and patients alike.

The aim was to challenge current treatment approaches and clearly position Zytiga in the prostate cancer pathway helping establish the brand as the standard of care.

A robust brand strategy, customer insight and environmental considerations helped us to create a comprehensive communications campaign to successfully launch Zytiga into a therapy-naïve market. Core tactics included:

  • A CRM integrated eDetail enabling reps to confidently convey benefits of Zytiga, while capturing customer insight that aids call planning and facilitates evolution of segmentation strategy
  • Engaging and interactive education for nurses, developed in a modular format for ease of learning
  • Comprehensive online resource hub for healthcare professionals and patients providing credible product information, education and support.

Judges comments

This was an impressive example of a well executed UK launch with a strong digital focus. It demonstrated effective and integrated tactics producing significant results.



Highly commended

Dificlir Launch Excellence - by Astellas with support from OPEN Health


Finalists

VOTRIENT: Lighting the way forward - by GSK with support from PAN

Hepatitis C - by Janssen with support from Havas Lynx and McCann Health

Zytiga - by Janssen with support from Havas Lynx