The Saatchi & Saatchi Health Award for Launch Excellence

Summary of work

Over 800,000 people in the UK suffer from seriously debilitating auto‐immune diseases of which Rheumatoid Arthritis is one. These conditions can physically disable patients and dramatically impact upon their quality of life.

Anti-Tumour Necrosis Factor (anti‐TNF) drugs have been successfully used over the past 10 years to transform the lives of patients.

The challenge for MSD Immunology was to launch a new anti-TNF Simponi (golimumab) into a highly competitive market where MSD already had an existing anti‐TNF, Remicade (infliximab) still showing double-digit growth 12 years post-launch. 

A co‐positioning strategy was developed for the two brands to be sold alongside each other to present a franchise approach.

A new salesforce structure was put in place to enable Simponi to be launched across three indications, Rheumatoid Arthritis, Psoriatic Arthritis and Ankylosing Spondylitis. NICE approval was gained for all licensed indications.

The launch strategy was informed by comprehensive customer insights through a variety of qualitative and quantitative market research across all stakeholder groups (payers, prescribers, patients, and support staff).

Objectives and metrics were set prior to launch which would have to be met if Simponi was to achieve an excellent launch.

By the end of 2011 all launch objectives for Simponi were met or exceeded. Remicade also continued to grow in line with plan.

Executive summary as submitted

Judges comments

"This was a comprehensive launch package and a good example of a well-run campaign."