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The Cello Health Award for Launch Excellence

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  • Full Results
    • Winner

      EYLEA®: Making time for what matters

      Bayer with support from Langland and Liberation Communications


      Highly commended

      Betmiga: A fresh start in OAB

      Astellas Pharma UK with support from PAN


      Finalists

      Xtandi

      Astellas EMEA with support from VCCP Health

      Elvanse Launch

      Shire with support from Uptake Strategies


Back to Results


Winner

EYLEA®: Making time for what matters

Bayer with support from Langland and Liberation Communications


Summary of work

The Bayer UK launch of EYLEA® (aflibercept solution for injection) in December 2012 was the most successful UK pharmaceutical brand launch of the last decade. 

Wet age-related macular degeneration (wAMD) is a chronic, incurable eye condition affecting an ever-increasing number of adults in the UK, resulting in an ever-increasing burden on healthcare resources. Yet treatment options have been limited and required significant healthcare resource. Overstretched clinic capacity and lack of options had left ophthalmologists frustrated in their practice and often unable to dose as per licence. 

This insight formed the basis of our approach. We needed to communicate that EYLEA® demonstrated equivalent efficacy compared to the market leader with less frequent hospital visits, reducing burden on both clinics and patients and ultimately reducing costs to the NHS. In addition, as a new player in this field, Bayer also had to establish itself in ophthalmology in order to disrupt the current thinking in wAMD management, to the benefit of both patients and the NHS. 

Through extensive, collaborative prelaunch planning, a comprehensive, integrated campaign was developed. The insight-driven approach resulted in a hugely successful response, overachieving all objectives post-launch and global adoption of the implementation strategy as best practice across Bayer.

Judges comments

Bayer were new to ophthalmology, but successfully tackled a very established competitor with a well-planned and superbly implemented campaign. Market research, patient access. KOL advocacy, digital and traditional communications were co-ordinated effectively by a cross-functional team, resulting in 20% market share within just 12 months of launch.


Highly commended

Betmiga: A fresh start in OAB - Astellas Pharma UK with support from PAN


Finalists

Xtandi - Astellas EMEA with support from VCCP Health

Elvanse Launch - Shire with support from Uptake Strategies