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Highly Commended

Octasa Sales and Marketing Campaign

by Tillotts Pharma UK


Summary of work

  • Octasa is an oral medicine for ulcerative colitis (UC), a chronic relapsing and remitting inflammatory bowel disease
  • Mesalazine is the standard treatment for UC, there are six different brands available in this small specialist market
  • There was strong resistance to medication change in the mesalazine market with an unfounded belief that changing brand of mesalazine could cause a patient’s disease to flare
  • The 2013 Cochrane Reviews of mesalazine challenged the opinion that mesalazine brands were not interchangeable
  • Tillotts campaign is based on the Cochrane reviews, offering substantial savings to the NHS if Octasa is adopted, displacing the established market leader
  • Treatment of patients with UC is led by HCPs in secondary care, winning the hearts and minds of these HCPs is essential before initiating brand changing in primary care
  • The cost of maintenance treatment is borne by primary care, so the stakeholder with most to gain by a change in brand of mesalazine is the CCG or Healthboard
  • Against this background of resistance to change, diverse interests and engrained prescribing habits, Tillotts Octasa, a new entry to the market in 2012, has taken market leadership displacing the incumbent and provided more than £30 million in savings to the NHS.

Judges' comments

Tillotts Pharma UK’s entry stood out in terms of savings and market share and had a good, thorough patient focus. It showed indirect health outcomes and was very strong in terms of the NHS focus. It was made for online, but could also be facilitated off-line and offered a clear view of the costs and on how decisions were made.


Winner

‘No Compromise For Her’ Creative Educational Campaign - by UCB Pharma S.A. with support from Carling Communications London


Highly commended

Octasa Sales and Marketing Campaign - by Tillotts Pharma UK


Finalists

You Go Beyond - by Align Technology with support from Page & Page We all go beyond

The SPIRIVA® RESPIMAT® Success Story - by Boehringer Ingelheim with support from Aptus Health International

Striving for Better Patient Outcomes in Psoriasis with Cosentyx (secukinumab) - by Novartis UK with support from 90TEN


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