Finalist
Entyvio® (vedolizumab) Subcutaneous Launch: Not Making a Drama Out of a Crisis
with support from Aurora Healthcare Communications
Summary of work
The NHS’ COVID-19 response involved fundamental decisions about patient care, moving as many patients as possible out of the hospital setting. A large number of inflammatory bowel disease infusion treatment clinics were forced to change how they operated, resulting in some patients having to switch their medication or suffer long delays in receiving treatment.
The launch of a subcutaneous formulation of Entyvio® (vedolizumab) had been planned for June 2020. The subcutaneous option would provide a much-needed solution to the reduced infusion clinic capacity and help shield a vulnerable patient population by allowing treatment at home.
What would normally be brilliant news for a company, suddenly became a massive challenge. How could Takeda responsibly handle an unexpectedly high demand when stock had been determined months ago? How could Takeda launch to an NHS without face-to-face interaction?
The goalposts had changed at the last minute. Success would no longer be measured by sales, but by Takeda’s responsible handling of the launch and careful management of patient access and expectations.
Due to an amazingly agile refocusing of the launch, Takeda enabled the NHS to plan effectively so that as many patients as possible could benefit from Entyvio®.
Judges’ comments
This was a well put together and comprehensive approach to a new launch which articulated both a patient and HCP perspective. The team at Takeda clearly demonstrated what had changed since the launch and what is still needed.
