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The Cello Health Award for Launch Excellence

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Finalist

Elvanse Launch

Shire with support from Uptake Strategies


Summary of work

The Elvanse team at Shire showed that to deliver launch excellence, luck doesn’t come into it. You need to be flexible, to find solutions and to be absolutely determined to succeed – whatever comes your way. 

The Elvanse team prepared and delivered a product launch that was expertly crafted to support the unmet needs of their target customers and patients.

Shire successfully built on their strong knowledge and company reputation in neuroscience, and demonstrated through clear positioning, appropriate use of clinical evidence and distinct product differentiation that Elvanse could help prescribers in ADHD (Attention Deficit Hyperactivity Disorder). 

Throughout, Shire worked against a backdrop of many adverse market conditions, such as NHS funding cuts in CAMHS (Child & Adolescent Mental Health Services), inconsistent ADHD services and unconstructive anti-ADHD media campaigns. Time and again, the Elvanse team had to cope with overcoming barriers. Time and again, they found the strength, desire and resolve.

Judges comments

Shire carried out clear research and was very responsive and flexible to the curve balls pitched at the launch. They showed strong teamwork with everyone committed to a successful launch and delivered strong 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