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Winner 2010 - Product Launch of the Year


Winner

Company: Otsuka Europe in association with Huntsworth Health

Campaign: Correcting the balance

 

 PMEA Winner - Product Launch Of The Year 


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

Full details of this entry have been withheld in the interest of confidentiality, at the request of the company.

Product launch of the year

 

Judges' comments

"An excellent launch campaign that developed and communicated new treatment pathways so effectively. The internal communications campaign was also excellent– an additional element to a well-structured and very effective launch."

"This highly responsible, scientific approach must have succeeded in shaping a positive stakeholder view of the company. A great EU engagement model."

"An excellent example of pre- and peri- marketing for a very niche product/area that delivered. We saw great planning and implementaiton; great message recall and intent to treat - real value for both the patient and the company." 

    

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