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Excellence in Engagement through Multiple Channels (Digital and Traditional)

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Highly Commended

Entyvio® (vedolizumab) Subcutaneous: Launching in a Brave New Virtual World

by Takeda UK Ltd
with support from Aurora Healthcare Communications


Summary of work

When COVID-19 struck right when Takeda was due to launch a new subcutaneous formulation of Entyvio® (vedolizumab), its treatment for ulcerative colitis and Crohn’s disease, the company had to completely rethink its launch strategy and channels.

The planned mix of digital and traditional channels was fundamentally impacted by restrictions on face-to-face interactions during lockdown. This presented a challenge for Takeda who have a great track record in face-to-face interactions, with skilled and respected Key Account Managers, but less heritage in digital communications.

Takeda had never before taken such a co-ordinated multichannel approach to a launch. But by staying true to its determined focus on the needs of the customer and patients, Takeda devised innovative, tailored engagement journeys based on each audience’s preferences. These journeys were at the heart of the successful launch, confirming that the appropriate selection of channels, sequencing and use of engaging content can deliver outstanding results in the most challenging of situations.

Due to COVID-19, success of the launch would no longer be measured by sales, but by Takeda’s responsible handling and careful management of patient access and expectations. Despite the unprecedented challenges, this launch may form a blueprint for excellence when we return to better times.

Judges' comments

Takeda and Aurora’s Entyvio campaign had objectives that were a joy to read, being very detailed and specific. It was a true multichannel campaign, with real insight and great, easy to follow outcomes. It was sophisticated and well thought through.


Winner

Challenging the Traditional: Shaping the Future of Cardiology - by Edwards Lifesciences
with support from VCCP Health


Highly commended

Entyvio® (vedolizumab) Subcutaneous: Launching in a Brave New Virtual World - by Takeda UK Ltd
with support from Aurora Healthcare Communications


Finalists

Why Sit it Out? - by CSL Behring
with support from Pegasus

Join the Fight #HPVwise - by MSD
with support from Precision Effect

#PutCancerToTheTest - by Roche
with support from Galliard Healthcare Communications


Key dates

Entry deadline 26 August 2021
Extended entry deadline 2 September 2021*
*additional fee applies
Judging Day 1 October 2021
Company of the Year Interviews 22 October 2021
PMEA Event 24 November 2021