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Excellence in Marketing Established Products

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  • Full Results
    • Winner

      Takeda Established Brands – The Deep Dive Team

      by Takeda UK Ltd with support from Interaction Marketing & PR


      Finalists

      What We’re Made Of

      by Fresenius Kabi with support from Page and Page


Back to Results


Winner

Takeda Established Brands – The Deep Dive Team

by Takeda UK Ltd with support from Interaction Marketing & PR


Summary of work

Takeda UK has a portfolio of 13 established brands, representing around 43% of net sales.

Many of the brands are at different life-cycle stages, some are in a slow growth curve and others either static or in decline.

Takeda UK is rapidly expanding, trebling its work force in the past few years. The established brands unit is key in helping to support innovation and Takeda’s future growth.

To meet the ambitious growth plans the business unit decided to restructure bringing in multidisciplinary expertise within a core team – including a dedicated medic, marketing expert, commercial expertise, market access specialist as well as utilising the experience of former Takeda's RADs – used to identifying new ways of working in partnership to support customers and patients.

The core team decided to 'deep dive' into two established brands to see how they could bring about change and continued growth. The two brands selected to benefit from a multichannel approach were TachoSil ® (human fibrinogen/human thrombin) and Prostap® DCS (leuprorelin acetate).

Streamlined sales force, improved educational resources and relationship-building has resulted in massive growth that looks set to continue.

The new strategy means Takeda’s Established Brands are working smarter for patients, customers and the business.

Judges' comments

The Deep Dive Team programme demonstrated good understanding of the challenge faced and showed strong evidence of a commercial turnaround. It had measurable objectives with a positive use of materials ensuring effective patient education. They took a holistic approach spanning marketing, sales and direct to consumer, ensuring a tangible impact.


Finalists

What We’re Made Of - by Fresenius Kabi with support from Page and Page


PMEA Awards 2020

Key dates

Entry deadline 27 August 2020
Extended entry deadline 3 September 2020*
*additional fee applies
Judging Day 1 October 2020
Company of the Year Interviews 22 October 2020
PMEA Event 25 November 2020