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Finalists 2010 - Product Launch of the Year

Finalist

Company: Astellas Pharma Europe in association with Rapp

Campaign: Taking eczema control long term

 

Company: GlaxoSmithKline Biologicals in association with Pan Advertising

Campaign: Synflorix(™): next generation protection

 

 


Criteria

This category focuses on the introduction of new ethical brands, major line extensions and new indications in the UK and Europe. It was open to pre-, peri- and post-launch activities that took place between October 2008 and December 2009. Depending upon the licensing situation (eg, mutual recognition or European Medicines Agency centralised procedure) the product may have been launched in another European country prior to its launch in the UK and is still eligible for entry.

Judges looked for evidence of strategic thinking, product differentiation and positioning, and how these were integrated into the pre- and post-launch tactics. Implementation of the campaign, together with the quality of the branding, was also of paramount importance. 



Award sponsor

Euro RSCG Life Medicom



Campaign overview - Taking eczema control long term

Company: Astellas Pharma Europe in association with Rapp

Steroids are the cornerstone of treatment in atopic eczema (AE), however there are strongly-held beliefs about the long-term side effects of steroid usage.

Protopic, a topical calcineurin inhibitor is Astellas Dermatology's flagship brand and is indicated for second line treatment. However, research showed that it was viewed by clinicians as a negative choice, ie, to avoid steroid usage rather than as a drug with real benefits in its own right. Clinicians were struggling to understand Protopic's place in the treatment algorithm of AE and how to use it.

The launch of a new type II licence variation for twice weekly maintenance treatment of moderate to severe AE provided the opportunity to reposition and differentiate Protopic from competitors once and for all.

Extensive pan-European research confirmed positive stakeholder reaction to the new indication. A new brand architecture and pan-European campaign was developed, which successfully shifted perceptions resulting in dermatologists viewing Protopic as the preferred treatment to manage underlying inflammation and provide long term eczema control.

 

Judges' comments - Taking eczema control long term

"A well thought through submission with a challenging proposition and nice strategic approach – they effectively shifted perceptions and consequently improved patient outcomes."

 


 

Campaign overview - Synflorix(™): next generation protection

Company: GlaxoSmithKline Biologicals in association with Pan Advertising

Details of this entry have been withheld in the interest of confidentiality at the request of the company.

 

Judges' comments - Synflorix(™): next generation protection

"This multidisciplinary, global team met the challenge head on and delivered an excellent launch programme that exceeded all expectations."

"We saw good process, deep market understanding, good messaging and a testing, robust approach that delivered." 

 


  

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